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/SSI/£.*— COMPLETE  REPORT  OF  NATIONAL  ADVERTISERS’  CONVENTION. 


DITOR&  PUBLISHER 


The  OMesiIic£lisIie 


—  SviTE  1700  Tiis/IEs  Ne-w 

42 -J?  Stf^eect  ai'JD  BFaOA.r3-v\rArs^ 

Orifinal  second  class  entry  The  Journalist,  March  24,  1884;  Newspaperdom,  March,  1892;  The  Editor  &  Publisher,  December  7,  1901;  The  Editor  &  Publisher  and  Journalist,  October  30  1909' 
Advertising,  February  7,  1925;  Revised  entry.  Editor  &  Publisher,  May  11,  1916,  at  the  Post  Office  at  New  York,  N.  Y„  under  the  act  of  March  3,  1879.  ’  ' 


NEW  YORK,  NOVEMBER  21,  1925 


Chicago  Tribune 

FEATURES 


By  WESTBROOK  PEGLERj 


DAILY  AND  SUNDAY 
Comic  Strips 

Tks  Ciimps  by  Sidney  Smith 
Cuolinc  Alley  by  Frank  King 
■sroM  Teen  by  C<r<  Kd 
Tinnir  Winkle  by  Branner 
Moon  Mullins  by  Frank  WSlard 
hsilty  by  Walter  Bemdt 
Lillie  Orphan  Annie  by  Hereld  Gray 
Tesa.  Slim  by  Feed  Joknaan 
tie  above  etript  in  btocfc  and  svAite 
at  k-page  color  comic  taction  aithar 
isbieid  or  full  siae. 

W.  E.  HILL 
pass  of  comics 

DAILY  AND  SUNDAY  CARTOONS 

Jska  T.  McCutcheon — Carey  Orr — 
Gear  Williams 

BLUE  RIBBON  FICTION 

Daily  serial  story— Weekly  short 
story  and  serial. 


HEN  the  football  season  is 


insults  coininc,  their  coach,  A.  A.  Stoeg, 
could  have  attended  to  the  matter.  That’s 
one  of  the  things  a  cosudi  is  paid  for,  and 
football  men  who  have  served  under  Stagg 
assert  that  he  has  great  gifts  and  a  soft,  sour 
manner  for  these  duties. 


over.  It 

w  might  be  a  useful  idea  to  trot  out  a 
few  conspicuous  bull-baiters  among 
the  faculty,  under-grads,  and  alumni  of  some 
schools  and  run  a  few  plays  over  them  with 
the  full  varsity. 

In  the  seizure 
I  of  a  wild  desire 
for  victory,  a 
professor  at  the 
University  of 
Chicago  insulted 
the  Maroon 
squad  in  public 
just  before  the 
Dlinois  game.  H .: 
called  them 
“ladies.” 

A  piece  in  the 
par-ers  reports 
that  when  the 
Harvard  team 
entrained  for 
Princeton  and 
another  licking, 
there  were 
scarcely  enough 
rooters  present  to  man  the  stations  of  a 
four-part  song. 

The  Martwns  had  been  beaten  precisely 
once  in  two  seasons  up  to  that  time,  but 
that  makes  no  difference.  They  were  the 
varsity  of  their  school,  and  if  they  had  any 


LAUGHING  IT  OFF 


When  I  read  a  certain  portion  ol  the  papers, 
And  discover  that  a  million  is  the  price 
For  a  single  demonstration 
O*  the  art  of  mutilation. 

The  sentiments  I  feel  are  not  so  nice. 


Full  of  indignation,  anger  and  resentment, 

I  prepare  to  write  an  essay  rough  and  cross; 
But  my  wrath  is  temporary. 

For  I  apprehend  that  very 

I.ikely  this  is  what  is  known  as  applesauce. 


TRUE  LIFE  STORIES 

weekly 

Wsmaa’t  Spvaisl  Psgs 


I  suspect  that  much  of  what  we  see  presented 
Concerning  Mr.  Dempsey  and  his  plans — 

If  the  truth  were  but  reported — 

Is,  to  say  the  least,  distorted, 

.\nd  intended  for  the  pleasure  of  the  fans. 


DAILY  AND  SUNDAY 
Dori«  BUke  Articlet 
Aaloinelle  Donnelly  Beauty  Artielet 
Men’s  Faihione 
Women’s  Fashions 


WESTBP.COK  PEGLLR 


So  I  try  to  take  my  reading  with  a  giggle 
And  control  the  urge  to  holler,  boo  and  hiss. 
.After  all,  the  guy  is  skidding 
.And  his  chatter’s  idle  kidding. 

And,  as  maybe  you’ve  suspected,  so  is  this. 


SUNDAY 
Paris  Fashions 

DAILY  AND  SUNDAY 
Dr.  W.  A.  Evans  Health  Articles 


WEEKLY 

Bums  Mantle  Theatrical  Loiter 
(New  York) 

Mencken  Literary  Review 

Movie  Letter 

N.  Y.  Society  Letter 

‘’About  Broadway”  by  Mark  Uellin- 


7  Westbrook  Pegler  is  now  writing  for  The  Chicago  Tribune 

Westbrook  pegler,  formerly  of  United  News  Service,  is  now  writing  for  The  Chicago 
Tribune.  His  humorous  articles  on  sporting  events  and  sports  characters  have  made  him  one 
of  the  most  widely  read  sport  writers  in  the  east.  He  is  familiar  with  all  popular  forms  of 
American  sport  from  baseball  to  six-day  bike  racing  and  roque.  He  can  even  write  an  absorb¬ 
ing  report  of  a  chess  tournament.  His  wide  acquaintanceship  among  sportdom’s  elite  gives 
him  abundant  material  for  feature  articles. 

It  is  these  feature  articles  that  are  being  syndicated  in  the  form  of  a  weekly  letter  entitled  ‘’The  Sporting 
Goods.”  Westbrook  Pegler’s  stuff  is  funny,  authoritative  and  contains  that  inuch-sought-for  quality, 
human  interest. 


DAILY  AND  SUNDAY 
Wvodt  cud  Waters  by  Bob  Becker 
Veltrr  Eckcrsall’s  Football  Articles 
!■  Motordom  by  J.  L*  Jenkin* 

Line  o*  Type  by  R.  -W.  L. 

DAILY 

Weke  of  the  Newt  by  Hortwy  T, 
Woodru§ 

SUNDAY 

^e  Nickeldickt — Children’e  Story 
The  Sporting  Goodt  by  W €$tbrook 
Pegler 

DAILY  AND  SUNDAY 
What't  Wrong  Here? 

Ceekery  Articlee  by  Jane  Eddington 
Ferm  and  Garden  6y  Frank  Ridgteay 

SUNDAY 

fraclical  and  Fancy  Needlework 

Home  Hannoniont 

CInb  Ethiea  by  Maude  Evant 

DAILY 

The  Coopt  by  Gelett  BuTge$$ 
Sentence  Sennont  by  Rev.  Roy  L. 
Smith 

WEEKLY 

Book  Reviewa  by  Fanny  Butcher 
Cenfesiiont  of  Authon 
Jwlke  Seriet 

PACinC  AND  ATLANTIC 
PHOTOS 

Orgtmited  by  The  Chicago  Tribune 
and  the  New  York  D^y  Newt 
IS  Parkt  Piace,  New  York 

CHICAGO  TRIBUNE  PRESS 
SERVICE 

Foreiffr-^Nalional — Local  > 


Your  sporting  department  is  a  very  important  part  of  your  paper  and  by  adding  Westbrook  Pegler  to 
your  staff  you  can  immeasurably  increase  circulation  and  prestige. 

Wire  immediately  for  rates  and  proofs. 


=che  CHICAGO  TRffiUNE 

Newspapers  SYNDICATE 

CHICAGO 


Tribune  Square 


Editor  &  Publisher  for  November  21,  1925 


IT 


MULTIPLE  DISTRIBUTION 

The  Model  25  is  equipped  with  two  Stand¬ 
ard  Main  Magazines. 

T/ie  Model  26  is  just  like  the  Model  25 
with  the  addition  of  two 
Standard  Auxiliary  Maga¬ 
zines. 

Can  be  supplied  to  cast  either  30 
or  42  pica  maximum  measure 

FACES  FROM  ALL  MAGAZINES 
MIXED  IN  THE  SAME  LINE 


SINGLE  DISTRIBUTION 

The  Model  8  can  be  equipped  with  either 
one,  two  or  three  Standard 
Main  Magazines. 

T he  Model  14  is  just  like  the  Model  8  with 
the  addition  of  a  Standard 
Auxiliary  Magazine. 


A  Linotype  Exactly  Suited 
to  Your  Purpose 


All  Using  Standard,  Interchangeable  Magazines,  Matrices,  Molds  and  Liners 
All  Operated  from  the  Same  Standard  Power-driven  Keyboard 
All  Magazines  Quickly  Changed  from  the  Front 


The  Linotype  principle  of  standard, 
interchangeable  equipment  means 
that  each  machine  unit  can  be  pre¬ 
cisely  adapted  to  its  primary  purpose 
and  still  be  instantly  available  to 
help  out  on  any  other  work  for  which 
it  might  be  required.  It  means  a  com¬ 
pletely  flexible  battery  with  the 
greatest  possible  production  from 
every  machine  and  man. 

A  Linotype  may  be  equipped  with  one,  two 
or  three  main  magazines;  single  or  multiple 
distribution;  either  30  or  42  picas  maximum 
measure,  as  required  for  headings,  body 
matter,  classified  or  display  advertising. 

(.....linotype^ 

MERGENTHALER  LINOTYPE  COMPANY 

Brooklyn,  New  York 

SAN  FRANCISCO  CHICAGO  NEW  ORLEANS 

CANADIAN  LINOTYPE  LIMITED,  TORONTO 
Agencies  in  the  Principal  Cities  of  the  World 


Composed  entirely  on  the  Linotype  in  the  Bodoni  Series  trith  the  exception  of  the  Hand  Set  Title  Line 


Editor  &  Publisher  for  November  21,  19  2  5 


in  advertising  gains-^ 

becona 

in  total  advertising  lineag 


In  October,  1925,  the  New  York  Herald  Tribune  gained  377,158 
lines  of  advertising  over  October,  1924 — a  greater  gain  than  any 
other  New  York  morning  or  evening  newspaper. 

The  Herald  Tribune’*  total  advertising  lineage  for  October,  1925,  was  1,774,878 
agate  lines,  which  volume  was  exceeded  by  but  one  New  York  newspaper,  thereby 
placing  the  Herald  Tribune  second  in  total  volume  of  advertising. 

IN  LOCAL  DISPLAY  ADVERTISING  the  Herald  Tribune  carried  1,146,130  lines 
and  led  the  field  in  gains  with  176,910  lines. 

IN  NATIONAL  ADVERTISING  the  Herald  Tribune  carried  459,632  lines  and  led  the 
field  in  gains  with  183454  lines. 

IN  AUTOMOBILE  ADVERTISING  for  the  first  ten  months  of  1925  the  Herald 
Tribune  with  747,808  lines  gained  252,534  lines— a  greater  gain  than  all  other 
New  York  morning  newspapers  combined,  and  more  than  ^  New  York  evening 
newspapers  combined. 


And  this  is  the  reason  —  For  the  six  months  ending 
September  30,  1925,  the  Herald  Tribune  was  the  only 
morning  newspaper  of  standard  size  in  New  York  to  show 
a  circulation  gain  as  compared  with  the  same  period  of  1924- 


1 

wjSIS 

A 


Selling  Confectionery 

IN 

PHILADELPHIA 

Philadelphia,  having  the  third  largest  population  in  the  United  States,  is  naturally  a  very 
important  market  for  the  manufacturing  confectioner. 

Advertised  brands  of  chocolate,  candies  and  other  confections  have  first  call  in  the  2033 
retail  and  wholesale  confectionery  shops  of  “the  city  of  homes,”  and  the  alert  manufacturer  who 
wants  to  increase  his  business  will  find  here  attractive  possibilities. 

Telling  all  the  Philadelphia  public  about  your  confectionery  is  easy  if  you  will  use  the 
newspa[)er  that  goes  into  nearly  every  home  in  Philadelphia,  Camden  and  their  vicinity — THE 
BULLETIN. 

Send  for  a  free  copy  of  THE  BULLETIN  ROUTE  LIST  OF  CON¬ 
FECTIONERY  SHOPS  IN  PHILADELPHIA  AND  CAMDEN.  It 
will  be  of  great  help  to  your  salesmen  when  calling  on  the  trade. 


DOMINATE  PHILADELPHIA 

Create  maximum  impression  at  one  cost  by  concentrating  in  the  newspaper 

“nearly  everybody”  reads — 

Sht  (Hwnin®  Bulktin. 

PHILADELPHIA’S  NEWSPAPER 


520,072 


Copies 
a  Day 


Average  daily  net  paid  circulation  for  the  six  months  ending 
September  30,  192.3. 

The  circulation  of  the  Philadelphia  Bulletin  is  the  largest  in 
Philadelphia  and  is  one  of  the  largest  in  the  United  States. 


NEW  YORK 
247  Park  Avenue 
(Park'Lexington  Building) 


CHICAGO 

Verree  &  Conklin,  Inc. 
28  E.  Jackson  Boulevard 


DETROIT 

C.  L.  Weaver,  Verree  &  Conklin,  Inc. 
117  Lafayette  Boulevard 


SAN  FRANCISCO 

Thomas  L.  Emory,  Verree  &  Conklin,  Inc. 
681  Market  Street 


KANSAS  CITY,  MO. 

C.  J.  Edelmann,  Verree  &  Conklin,  Inc. 
1100  Davidson  Bldg. 


EDITOR  &  PUBLISHER 

Issued  every  Saturday,  forms  closing  ten  P.  M.  Thursday  preceding  Publication  by 
The  Editor  &  Publisher  Co.,  J.  W.  Brown,  Publisher;  Marlen  E.  Pew,  Editor; 

Suite  1700  Times  Building,  42nd  St.  at  Broadway,  New  Y&rk.  Telephone,  Bryant 
3052-3053-3054-3055-3056.  Charter  Member  Audit  Bureau  of  Circulations. 


Vol.  58 


NEW  YORK,  NOVEMBER  21,  1925 


No.  26 


Free  Publicity  System  Is  Denounced  by 
Studebaker  Corporation  Chief 

In  Clear,  Cold  Business  Terms  Erskine  Lays  Wasteful  Practise  at  Publishers’  Door — Studebaker  Will 
Not  Discriminate  Against  Any  Newspaper  That  Discards  All  Press  Agent  Material 


t  SMASHING  blow  was  struck  this 
week  against  uneconomic,  inequitable, 
distorted  industrial  “free  publicity”  which 
has  developed  into  the  leading  destructive 
force  in  the  newspaper  ami  advertising 
business  of  the  I'nited  States. 

The  new  champion  of  the  clean  news¬ 
paper  and  sound  advertising  practice  is 
Albert  R.  Krskine,  president  of  the  huge 
Studebaker  Corporation. 

This  clear-sighted  business  man  on 
Xos'.  13.  broadcast  to  leading  newspaper 
publishers  a  letter  on  the  subject  of 
“free  publicity”  which  is  the  most  en¬ 
lightened  document  that  Editor  &  Pi  b- 
USHF.R  has  encountered  in  its  long  cam¬ 
paign  against  the  press  agent  evil. 

The  letter  was  designed  to  inform 
newspaper  publishers  that  one  great  ad¬ 
vertiser,  investing  m«'re  than  two  million 
dollars  per  annum  in  the  newspaper  press 
of  the  United  States,  does  not  approve 
of  harum-scarum  publicity  methods  that 
sections  of  the  .American  press  are  not 
only  tolerating  but  encouraging.  He  de¬ 
nounces  the  confusion  that  has  resulted 
from  irresponsible  press  agent  activity. 
His  company  will  not  discriminate  agakist 
any  newspaper  that  eliminates  free  pub¬ 
licity  entirely,  hut  any  paper  that  gives 
disproportionate  free  space  to  the  rivals 
of  Studebaker  will  lose  Studebaker  ad¬ 
vertising.  The  gaunlet  is  thrown  down 
in  these  terms,  and  Mr.  Krskine  says; 
“We  are  as  much  opposed  to  free  pub¬ 
licity  as  any  editor.  It  is  wasteful  from 
the  standpoint  of  the  advertiser  as  well 
as  the  publisher. 

Mr.  Erskine  speaks  for  himself  so 
dearly  that  his  letter  needs  no  interpre¬ 
tation  here.  His  circular  communication, 
dated  at  South  Bend,  Ind.,  which  Editor 
4  PfBi.isHKR  is  privileged  to  reproduce, 
follows. 

“As  the  publisher  of  a  newspaper,  you 
have  doubtless  read,  listened  to,  and  pos¬ 
sibly  f)een  the  author  of,  denunciations 
of  the  ‘Eree  Publicity  Evil.’  In  such 
diKussions  (among  publi.shers,  editors 
and  advertising  managers  of  newspapers) 
the  automobile  industry  usually  figures 
as  chief  culprit. 

“This  letter  is  to  express  the  attitude 
of  the  Studebaker  Corporation  of 
America  on  this  subject. 

‘Newspapers  have  done  a  splendid 
patriotic  work  in  promoting  good  roads, 
improved  traffic  control,  etc.  Newspapers 
I’cnder  great  service  to  their  readers  by 
si^gestiug  routes  for  pleasant  tours,  and 
^  collecting  and  distributing  road  in¬ 
formation.  As  long  as  this  material  is 
not  associated  with  the  boosting  of  any 
particular  car,  accessory,  manufacturer, 
or  dealer  it  is  not  ‘free  publicity.’ 

‘At  times,  of  cour.se,  there  are  items 
?f  real  news  connected  with  a  business 
iMtitution  the  size  of  Studebaker.  These 
should  find  a  place  in  the  main  news  or 
financial  sectir)n  of  every  paper  regarrl- 
Icss  of  advertising  schedules.  But  such 
genuine  news  can  stand  on  its  own  feet 
with  city  editor  and  financial  editor.  It 
K  not  what  we  mean  hy  ‘free  publicity.’ 

‘Free  publicity’  is  the  material  which 
newspapers  print  about  automobiles, 
Kcessories,  dealers,  factory  officials,  only 
because  it  is  sent  to  them  by  the  adver¬ 


By  MARLEN  PEW 


A  SHOW  DOWN  ON  PRESS  AGENT  ORGY 

JTEKli  is  one  great  .■lineriean  adi'ertiser,  employing  ^.OOO.OOO  of  neics- 
n.  paper  space  per  annum,  ze/io  has  no  illusions  regarding  the  priss  agent 

ez'il.  It  is  zivsieful,  uneconomic,  unfair,  unjust  and  its  abuses  tall  equally 

upon  nezospaper  and  lulvertiser . 

[’resident  Erskine's  action  calls 
h>r  a  shoze'-dozem !  It  is  a  chal¬ 
lenge  to  publishers  zeho  encourage 
practices  zehich  not  only  distort 
the  ZL'hole  scheme  of  space  selling, 
but  grossly  impose  on  the  reading 
public  and  make  editorial  re¬ 
sponsibility  farcical. 

Reputable  business  in  America 

does  not  e.vpect  or  respect  de- 

slructh'c  adz'crtising  methods. 
Hundreds  of  high  e.recutizrs  of 
indu.strics  are  totally  ignorant  of 
crimes  committed  in  their  names 
by  irresponsible  press  agents. 

Responsibility  for  the  condition 
is  chargeable,  not  to  industry,  but 
to  nezispaper  and  adz'crtising  men 
zeho  countenance  free  pttblicily 
ami  yield  to  the  zAles  of  the  herc- 
today-and-gone-tomorrozv  press 
agent. 

The  ringing  rebuke  of  the  presi¬ 
dent  of  the  .S'tudebakcr  Corpora¬ 
tion  is:  Clean  hou.se.'  \o  news¬ 
paper  zidll  be  di.scriminated 
against  for  this  .sane  and  honorable 
Aijert  R.  Erskine  course.  Cntangle  adz  ertising  rale 

systems  ami  bring  this  great  in- 
industry  out  into  the  light  of  the  ordinary  equitable  terms  of  commodity 
trading.  Do  business  zAth  equal  justice  to  all  adz’crtising  customers. 

Editor  &  Pi:bi.isher,  in  behalf  of  the  rank  and  file  of  new'spaper  and 
adz'ertising  men,  applauds  the  .sentiment  and  hails  the  sign  ot  a  nezv  order. 


tising  department  of  an  automotive  ad¬ 
vertiser.  It  is  designed  merely  to  get 
the  name  of  an  automobile,  a  man,  or 
an  accessory  in  the  news  columns. 

“We  are  as  much  opposed  to  ‘free 
publicity’  as  any  editor.  We  consider 
it  an  evil  and  would  be  glad  to  see  it 
eliminated.  There  is  no  more  reason 
why  you  should  print  pictures  of  auto¬ 
mobiles  than  of  pianos  and  washing 
machines.  Gossip  of  the  automotive 
trade  is  no  more  entitled  to  space  than 
gossip  of  the  department  stores. 

“The  practice  of  giving  free  publicity 
along  with  automobile  advertising  has 
been  instrumental  in  increasing  the  rates 
for  automobile  advertising  without  pro- 
ixirtionate  return.  It  seems  to  us  waste¬ 
ful  from  the  standjioint  of  advertiser  as 
well  as  publisher. 

“Therefore,  we  assure  you  that  we  shall 
not  discriminate  against  any  newspaper 
which  eliminates  free  publicity  entirely, 
hut  we  do  intend  to  insist  more  strictly 
than  ever  on  receiving  our  full  share  of 
free  publicity  in  those  newsjxipers  which 
give  it. 

“\Ve  do  not  lielieve  that  any  automotive 
advertiser  places  such  a  large  proportion 
of  his  total  appropriation  in  newspaiiers 
as  docs  Studebaker — last  year  exceeding 


90  per  cent.  We  are  surely  entitled  to 
a  square  deal  from  newspa|K*rs.  We  are 
not  receiving  a  square  deal  if  comjK’titors 
who  buy  a  similar  amount  of  advertising 
space  are  given  a  larger  volume  of  space 
in  the  news  columns. 

“We,  therefore,  intend  in  the  future  to 
check  this  matter  carefully  and  to  dis¬ 
criminate  against  those  papers  which  arc 
discriminating  against  us. 

“In  other  words,  we  arc  quite  content 
to  receive  no  free  publicity  whatever,  if 
all  competitors  are  treated  in  the  same 
manner;  but  if  publicity  is  being  used 
we  believe  that  no  competitor  should  re¬ 
ceive  a  line  more  than  Studebaker,  except 
as  he  uses  more  advertising  space. 

“Very  truly  yours, 

“A.  R.  Erskine, 
“President.” 

Manifestly  this  forward-looking  atti¬ 
tude  of  the  Studebaker  Corimration  puts 
the  publicity  evil  strictly  on  the  door¬ 
step  of  the  newspaper  publishers  of  the 
United  States  where  T'ditor  &  Pubi.isher 
has  long  maintained  it  belongs. 

I'rom  the  outside  the  journalistic  in¬ 
dustry  is  told  to  clean  up  its  own  house¬ 
hold. 

President  Erskine  is  merely  representa¬ 
tive  of  many  intelligent  business  men. 


in  control  of  .America’s  greatest  indus¬ 
tries,  who  di.scountenance  uneconomic 
practises  in  any  industry  and  naturally 
revolt  at  participation  in  the  press  agent 
orgy  which  has  so  distorteil  both  adver¬ 
tising  and  editorial  functions  as  to  menace 
the  whole  structure  of  the  press.  But 
President  Erskine  is  the  first  of  the 
Captains  of  Industry  to  proclaim  so 
clearly  his  convictions  and  indicate  to 
newspaper  publishers  a  disposition  to  co¬ 
operate  in  a  clean-up. 

h'ollowing  the  news  that  the  circular 
letter  hail  been  sent  to  publishers  across 
the  country  Editor  &  Publisher,  through 
R.  H.  Horst,  managing  editor  of  the 
.S'outh  Rend  Tribune,  Wednesday  ob¬ 
tained  from  President  Erskine  an  inter¬ 
view  in  amplification  of  his  letter.  He 
said ; 

“.Newspaper  advertising  constitutes  one 
of  the  major  expenditures  of  the  Stude- 
baker  Corporation  of  America.  We  pay 
more  than  two  million  dollars  a  year  for 
space  in  .American  newspapers,  not  to 
mention  our  regular  schedules  in  .Amster¬ 
dam,  Bagdad,  Buenos  Aires,  Cape  Town, 
Shanghai,  Tokio,  etc. 

“Naturally,  we  are  interested  in  buying 
advertising  in  the  same  scientific,  business¬ 
like-way  that  we  buy  alloy  steel,  mohair 
or  plate  glass. 

“Every  exiH-nse  of  the  Corporation 
must  be  paid  by  the  ultimate  purchasers 
of  Studebaker  cars.  Therefore,  we  must 
get  the  utmo.st  value  for  every  dollar  we 
spend  in  order  to  maintain  high  quality 
at  reasonable  prices. 

“We  can  no  more  afford  waste  in  our 
ailvertising  appropriation  than  we  can 
afford  to  pay  double  the  market  price 
for  white  ash  or  to  pay  the  m.irket  price 
and  receive  inferior  (piality  or  a  deficiency 
in  quantity. 

“There  arc  characteristics  inherent  in 
ailvertising  space  and  particularly  in 
newspaper  space  which  make  the  task 
of  business-like  purchasing  most  difficult. 
We  cannot  weigh  it  and  test  it  as  we 
do  other  commodities.  It  is  essentially 
different  in  each  community  and  in  each 
newspajHT.  Even  in  the  same  paper  it 
varies  with  daily  and  Sunday  issues. 

“At  liest,  this  is  a  difficult,  complex 
jiroblem.  It  is  needlessly  complicated  by 
the  practice  of  giving  the  advertiser  an 
indefinite  bonus  or  rebate  in  tbe  form  of 
free  publicity. 

“It  is  usually  the  weaker  paper,  of 
course,  that  offers  the  most  free  pub¬ 
licity.  But  the  weaker  paper  may  be 
well  worth  using  if  the  rate  is  low  enough. 

“But  when  rates  are  cut  by  giving  free 
publicity  it  is  difficult  to  determine  what 
the  net  rate  actually  is.  From  the  stand¬ 
point  of  a  business  man  loc;king  at  the 
newspaper  business  from  the  outside,  it 
would  seem  that  more  space  could  be  sold 
ami  more  profit  made  by  the  publisher  if 
he  would  cut  out  the  free  publicity  bonus 
and  make  the  reduction  in  his  card  rates. 

“la-t  me  take  a  parallel  instance  from 
the  automotive  field. 

“You  are  about  to  buy  a  new  car  and 
wish  to  trade  in  your  old  one  on  it. 
The  <>ld  car  has  an  actual  market  value 
of  $.s(K).  If  you  advertised  it,  spent  con¬ 
siderable  time  interviewing  prospects  and 


1 


Editor  &  Publisher  for  November  21,  1925 


agreed  to  take  ?200  down  and  notes  for  f-fOW^ARD  SPFS  TOKl 
the  balance  vou  could  probably  obtain  OILILO  I  V^IVl 

STEP  TOWARD  ' 

“You  take  the  car  to  a  Studebaker  O  1  i:.r  I  W  YY 

dealer  and  he  offers  to  buy  it  from  you  »  «•  . 

for  S450.  If  you  buy  a  new  Studebaker.  Theater  of  tVorld  Affairs  iVill 
He  expects  to  sell  it  for  $500,  but  it  Howard  Chief  on  Return 

will  cost  him  $50  to  do  so.  ^ 

“You  take  your  automobile  to  a  dealer  Orient — Discusses  Pr 

who  sells  an  assembled  make  of  car,  less  — — 

economically  made  than  Studebaker,  (By  Telegraph  to  E 

higher  priced,  carrying  a  higher  discount 

to  the  dealer,  and 'you  are  offered  $1,000  CAN  FRANCISCO,  Cal.,  Nov.  18.— Roy 
machine.  _  ^  \V.  Howard,  chairman  of  the  board 

****®"'’  can  they  do  it They  can  t  pos-  of  the  Scripps-Howard  Newspapers,  ar- 
sibly  get  more  thari  $500  for  your  car  rived  here  from  a  three  months’  trip 
and  It  will  cost  them  rent,  overhead,  through  the  Far  East  enthusiastic  over 
advertising  and  salesman  commission.  ^  riew  idea  for  world  neace 


HOWARD  SEES  TOKIO  ARMS  PARLEY  A 
STEP  TOWARD  WORLD  PEACE 

Theater  of  World  Affairs  Will  Move  to  Pacific,  Says  Scripps- 
Howard  Chief  on  Return  from  Three  Months  in 
Orient — Discusses  Problems  of  Far  East 

(By  Telegraph  to  Editor  &  Publisher) 


How  can  they  allow  you  $1,(KJ0: 


It  is  that  the  next  disarmament  con- 


Only  by  placing  an  excessi\e  price  on  ference,  broached  as  an  American  ven- 
their  new  car  in  the  iipt  place  Can  the  ture.  .should  be  held  in  the  capital  of 


excessive  price  be  paid  for  the  old  car. 
“The  e.xcessive  differential  between 


Jaixui.  Mr.  Howard  sees  a  shifting  of 
the  center  of  world  interest  from  the  At- 


local  rates  and  automobile  rates,  which 


some  newspapers  demand,  is  a  matter 
which  I  need  not  go  into  at  this  time, 
except  to  pf  'iit  out  that  it  merits  serious 


moving  of  three-quarters  of  the  Ameri¬ 
can  fleet  to  the  Pacific  the  machinery  of 


CACCUl  III  III  Mil  1>IU  lllcil  II  lllCl  115  5i:ilUU5  _  1.  1J  t.  i  1  -.^1  1  1_ 

consideration  from  publishers  who  wish  ^ 

to  build  their  business  on  the  sound  .i  •  e  a  ■  j 


foundation  of  equitable  treatment  of  cus- 


‘The  theater  of  world  affairs  and 


tomers.  That  this  differential  is  often  "'"-’'I  'V'”  he  along  the  China 

unjust,  illogical,  unfair,  could  easily  be  ‘'"“f  throughout  the  Far  b-ast  in  the 
demonstrated  to  an>  impartial  judge,  jury  generation,  Mr.  Howard  said,  on 


or  arbitrator. 

“Since  the  high  rates  charged  for  auto- 


hi.s  arrival  from  the  Orient. 

“If  a  cfinference  is  to  be  held  as  has 


mobile  advertising  are  frequently  defended  indicated,  it  .should  be  held  in  Tokio. 

as  necessary  to  compensate  for  the  space  •'•'orn  ctmversations  I  have  had  with 
wasted  in  free  publicity  Studeltaker  has  prominent  Japanese  statesmen  and  busi- 
pointed  out  that  this  waste  is  entirely  in  men,  such  a  conference  would  be 


the  control  of  publishers, 

“For  years,  Studebaker  sent  out  pub 


more  than  welcome.  The  only  possible 
drawback  I  could  see  would  be  the  lack 


licity  because  it  was  the  customary  'd  hotel  accommodations  in  Tokio,  a  sit- 
routine  in  the  industry,  but  made  no  effort  nation  that  could  be  met  by  opening  up 


Roy  W.  Howard 

Photographed  at  Tokio 


Bolshevism  that  the  rulers  of  her  cttipirt 
fear. 

Japan’s  present  attitude  toward  Amer¬ 
ica  is  better  than  in  years  but  the  Japan¬ 
ese  were  and  are  bewildered  by  the  recent 
American  Exclusion  Act.  Every  Japan¬ 
ese  politician  and  business  man  is  a  propa¬ 
gandist  against  the  Act — not  because  it 
excludes  Japanese  immigration,  but  be¬ 
cause  of  the  manner  in  which  it  accom¬ 
plishes  that  end.  I  expected  to  find  ran¬ 
cor.  Instead  I  found  bewilderment  over 
the  fact  that  the  great  United  States 
should  have  found  it  necessary  to  legislate 
against  Japanese  as  a  nation  and  a  race 
when  the  same  results  could  have  been 
accomplished  otherwise. 

“The  Oriental  civilization  stresses  what 
we  call  ‘a  saving  of  face’  above  anything. 
It  is  in  fact  a  high  sense  of  honor.  THct 
feel  that  they  have  been  humiliated  before 
the  world.  They  have  ‘lost  face.’ 

“As  to  war,  with  the  exception  of  a  few 
jingo  papers  of  no  standing  with  the  gov¬ 
ernment  or  ruling  classes,  Japanese  are, 
in  my  judgment,  as  strongly  disinclined 
toward  hostilities  as  we  are.” 

Mr.  Howard  sees  a  need  in  the  Orient 
of  better  wire  news  facilities,  more  high 
type  American  news  writers  and  a  better 
machinery  for  interpreting  the  teeming  na¬ 
tions  of  the  Far  East  to  the  United  States. 
These  ends  would  be  given  big  impetus  by 
a  conference  at  Tokio,  he  said  just  as  they 
have  been  enhanced  by  the  recent  Pacific 
Relations  Conference  at  Honolulu. 

“Nothing  is  going  to  stop  the  .\merican 
economic  invasion  of  the  East,”  he  said. 
“We  are  in  to  stay.  Each  year  sees  with 
better  American  steamship  lines,  new 
trade  possibilities  open  between  the  United 


routine  in  the  industry,  but  made  no  effort  nation  mat  couici  Dc  met  oy  opening  up  States  and  China,  Japan,  and  other  On¬ 

to  sec  that  it  was  used.  We  have  been  ^ome  of  the  palaces  to  the  visitors,  or  the  United  States  would  not  only  spell  ental  nations,  h'or  instance,  American 
forced  to  a  new  attitude  by  the  large  l>y  holding  it  at  one  of  the  big  summer  the  difference  between  prosperity  and  pov-  automobiles  are  seen  all  over  the  Far  East, 
volume  of  free  space  given  to  others  who  ”  erty  for  Japan,  it  would  spell  economic  with  such  expansion  mapped  by  destiny 

buy  less  advertising  .  This  means  that  -Mr.  Howard  believes  that  such  a  con-  ruin  for  Japan.  for  us,  we  should  know  more  about  what 

in  certain  papers  we  are  buying  the  largest  ference  would  not  only  do  much  toward  “The  great  bulk  of  Japan’s  export  trade  is  going  on  in  China, 
amount  of  space  and  paying  the  highest  preventing  an  armament  race  between  the  is  silk,  and  I  am  told  that  about  80  per  “Most  Americans  have  a  feeling  that 

rate.  two  strong  nations  on  the  Pacific  but  it  cent  of  this  silk  trade  is  with  the  United  the  so-called  uni-lateral  treaties  should 

“Studebaker  will  not  discriminate  would  open  up  a  new  world,  a  world  States.  There  is  only  one  possibilitv  of  be  abrogated  Yet  a  close-up  of  China 
against  any  newspaper  which  eliminates  practically  unknown  to  the  newspaper  war  as  I  see  it  and.  while  remote, 'this  opens  a  serious  question  whether  it  would 
free  publicity  entirely,  but  we  shall  check  reading  public  of  America.  is  strong  enough  to  justifv  our  continued  b  -  advisable  at  this  ’time 

all  publicity  carefully  in  the  future  and  “We  are  densely  ignorant  of  what  is  attention  to  coast  defences.  Russia  is  nf  th, 

withdraw  our  advertising  from  papers  transpiring  in  the  Far  East,”  he  said,  turning  towards  Asia,  not  towards  mid-  ,,i,,hesrt3  Sd  rn^that  m 

which  discriminate  against  us  by  giving  ‘  I-or  instance  war  between  the  United  Europe.  If  Bolshevism  took  nossession 

more  publicity  to  competitors  who  use  States  and  Japan  is.  in  many  person’s  of  an^Rreat  part  of  China?  as  if^ !siWe 

. .  r.....  J.^Pan  might  be  its  next  objective.  In  ^ 


“W'e  believe  that  free  publicity  should  tied  that  this  is  the  las't  thing  Japan  that  case,  japan  might  seek  an  external  conteredated  nation  ot 

1k>  eliminated.  It  results  in  a  different  wants.  There  is  a  possibility  that  Ja^n  war  to  prevent  radial  revolution  within.  P’^'n^'l^l't'es  ^led  o^r  by  a  group 

rate-  for  every  advertiser,  a  rate  de-  might  go  to  war  with  a  powerful  neigh-  At  present  there  is  considerable  radical-  ^  ^ 

pendent  not  upon  the  volume  or  con  in-  f^.r  to  protect  her  trade  with  the  United  ism  in  Japan  among  the  unions.  This  is  7  r.nidiv  .n,l  n«v 

uity  of  his  advertising  but  upon  the  skill  States-but  not  to  destroy  it.  War  with  not  to  be  confused,  however,  with  the  China  is  changing  rapid^  and 

of  competitors,  press  agents,  the  whim  soon  become  a  nation  of  newspaper  read- 


of  automobile  editors,  or  the  urgency  of 
his  dealers  in  badgering  new-spapers  for 
stories. 

“Surely,  publishers  should  find  this  an 
unsatisfactory  basis  for  selling  their 
pi  iduct,  which  is  at  best  intangible. 

“Certainly,  it  makes  needlessly  difficult 
the  wise  expenditure  of  money  for  news¬ 
paper  advertising.” 

Senator  Copeland  Sells  Hit  Paper 

Senator  Royal  S.  Copeland,  former 
New  York  City  Health  Commissioner, 
announced  in  an  edition  of  the  Nyack  (N. 
Y.)  Daily  .Vnw,  which  he  purchased  a 
year  ago,  that  he  had  turned  over  the 
controlling  interest  in  the  paper  to  John 
W'.  Martin,  advertising  manager.  Mr. 
Martin  is  a  native  of  the  Senator’s  home 
town.  Grand  Rapids,  Mich. 

WELLIVER  WITH  OIL  CONCERN 

Washington  Writer  Joins  American 
Petroleum  Institute 

Judson  Welliver,  newspaper  and  mag¬ 
azine  writer,  has  stepped  from  the  White 
House,  where  he  had  been  in  charge  of 
the  Bureau  of  Information  since  he  w-as 
appointed  to  the  pfisition  by  President 
Harding,  to  the  office  of  director  of 
public  relations  for  the  .'\mericati  Petro¬ 
leum  Institute. 

In  the  latter  part  of  1916.  he  went  to 
l-Tiroiie  as  Europ<-an  manager  and  Lon¬ 
don  correspondent  for  the  New  York 
Sun,  remaining  there  a  year  and  a  half. 

Returning  to  Washington,  he  resumed 
newspaper  work  until  he  was  drafted  in 
the  campaign  of  1920.  He  was  an  aide 
to  Harding,  following  the  latter’s  nomin¬ 
ation. 


FORD  MOTOR  POLICY  DOES  NOT  FIX  ADVER¬ 
TISING  BY  PRESS  AGENT  STANDARD 

\  LETTER  written  by  Snyder  Atwell,  of  the  advertising  department  of  the 

Ford  Motor  Company  at  Dallas,  Tex.,  reproduced  in  facsimile  in 
EDITOR  &  PUBLISHER,  Nov.  7,  drew  a  gratifying  response  this  week  from 
George  W.  Cushing,  serretary  of  McKinney,  Marsh  &  Cushing,  of  Detroit. 

EDITOR  &  PUBLISHER  readers  will  learn  from  this  authoritative 
source  that  Mr.  .Atwell  did  not  act  in  the  Ford  policy  when  he  suggested 
that  a  record  he  is  keeping  of  free  publicity  published  in  the  press  con¬ 
cerning  Mr.  Ford  and  his  enterprises  had  “a  wonderful  bearing  in  the  pre¬ 
paring  of  our  schedule  contracts  for  the  coming  year.” 

On  Sept.  19  EDITOR  &  PUBLISHER  called  attention  to  a  letter  J.  J. 
Callan,  a  Ford  advertising  man  at  Milwaukee,  had  broadcast  among  editors 
in  his  sales  district,  which  was  almost  identical  with  that  sent  out  to  Texas 
editors  by  Mr.  .Atwell.  .At  that  time  EDITOR  &  PUBLISHER  said  edi¬ 
torially:  “We  are  inclined  to  believe  that  a  minor  official  in  the  Ford  con¬ 
cern  has  blundered  and  that  if  the  matter  were  brought  to  the  attention  of 
Mr.  Ford  he  would  end  the  practice.” 

This  appears  to  be  the  exact  fact.  In  a  letter  to  EDITOR  &  PUBLISHER 
this  week  Mr.  Cushing  said: 

“I  am  writing  you  today  after  reading  a  story  that  appeared  in  your 
Nov.  7  issue  pertaining  to  a  letter  written  by  the  advertising  man  at  the 
Ford  Motor  Company  branch  in  Dallas. 

“We  all  agree  with  you  that  this  letter  should  not  have  been  written, 
and  such  practices  are  not  condoned  by  the  advertising  department  at  the 
main  office 

“I  wish,  however,  that  you  could  have  brought  the  matter  to  our  atten¬ 
tion  or  at  least  to  the  attention  of  the  Ford  Motor  Company  in  Detroit  before 
broadcasting  it  as  you  did,  particularly  in  view  of  the  references  made  to 
the  car  as  a  ‘Lizzie.’  etc. 

“I  think  you  appreciate  that  the  Ford  Motor  Company,  last  year  spent 
nearly  $3,000,000  in  newspapers  and  while  such  a  letter  should  never  have 
been  written,  one  does  get  out  occasionally  from  an  over-enthusiastic  man 
in  the  territory. 

“I  want  to  assure  you  that  we  know  there  is  no  attempt  on  the  part  of 
the  Ford  Motor  Company  or  anyone  here  in  Detroit  connected  with  its  ad¬ 
vertising  policies  to  use  any  club  over  any  publisher  to  get  publicity.” 


else  absolute  dictatorship. 

“But  China  is  changing  rapidly  and  may 
soon  become  a  nation  of  newspaper  read¬ 
ers.  Ju.st  as  it  is  essential  that  we  should 
understand  China  better,  it  is  essential 
that  they  should  understand  us.” 

Mr.  Howard  found  the  Chinese  much 
more  friendly  toward  the  United  States 
than  toward  Great  Britain.  The  British 
work  in  close  cooperation  with  Reuters, 
which  news  agency  has  a  practical  monop¬ 
oly  on  the  Chinese  coast.  The  Chinese 
newspapers  in  Shanghai  and  Pekin  wMt 
world  news  through  channels  that  are  in¬ 
dependent  of  British  bias. 

Mr.  Howard  brought  another  definite 
impression  as  to  the  future  of  the  Philip¬ 
pines.  This  is  that  for  Uncle  Sam  to 
“pull  out”  now  would  jeopardize  the 
good  already  accomplished  and  almost  cer¬ 
tainly  subject  the  Islands  to  aggression 
from  less  benevolent  hands. 

Congress,  he  said,  at  its  coming  ses¬ 
sion,  definitely  should  declare  this  nation's 
policy  toward  the  Philippine  Islands,  to 
end  the  present  uncertainty. 

The  most  influential  of  the  Island  lead¬ 
ers,  he  asserted,  are  agreed  that  the  im¬ 
mediate  exodus  of  .America  would  b* 
highly  undesirable  to  both  native  and  for¬ 
eign  business  interests  alike.  They  l^ace 
the  period  in  which  this  nation  might 
.safely  leave  at  about  eight  years.  L 

From  the  viewpoint  of  an  .-Xmerican  I 
newspaper  publisher,  Mr.  Howard  was  im-  I 
pressed  particularly  with  the  Manila  news- 1 
papers,  which,  he  .said  were  the  iKSt  in  I 
the  Orient  for  news  content.  I 

During  his  trip  Mr.  Howard  coverm  ^ 
a  vast  range  of  territory.  Accompanied 
by  Mrs.  Howard,  he  left  Victoria  onlr 
three  months  ago.  By  boat,  auto  and 
train  he  visited  all  the  leading  Japanese 
and  Corean  cities,  Mukden,  Harbin.  Pekia 
Shanghai,  Honkong,  Manila  and  Hono¬ 
lulu. 


.1 


Editor  &  Publisher  for  November  21,  1925  5 

NEWSPAPER  RATES  STUDIED  AT  A.  N.  A.  MEET 

Advertisers  Hear  Answer  to  Question  of  “Rate  Differential” — Resolution  Passed  Urging  Co-operation 

With  A.N.P.A.  for  Readjustment — Hall,  New  President 


NEWSPAPER  advertising  rates  came 
*  ’  up  for  close  study  at  the  annual  con¬ 
vention  of  the  Association  of  National 
Advertisers  held  in  Washington  at  the 
Mayflower  Hotel,  Nov.  16-18. 

In  two  resolutions  passed  at  the  clos¬ 
ing  session  Wednesday  the  convention 
went  on  record  as  “unalterably  opposed” 
to  combined  morning  and  evening  rates 
ild  as  a  single  unit,  and  in  favor  of  con¬ 
tinued  co-operation  by  A.  N.  A.  directors 
(fith  the  American  Newspaper  Publishers 
Association  and  the  American  .■Association 
of  .Advertising  Agencies,  looking  towards 
bringing  about  what  the  advertisers  allege 
>hould  I)e  "a  more  logical  and  equitable 
newspaper  advertising  rate  structure  to 
the  end  that  this  medium  may  be  utilized 
by  national  advertisers  in  a  larger  meas¬ 
ure  as  a  factor  in  more  economical  selling 
and  distribution.” 

The  latter  resolution  was  aimed,  dele¬ 
gates  said,  at  the  so-called  differential  ex¬ 
isting  between  local  and  foreign  rates. 
Big  advertisers  want  department  store 
advantages. 

But  newspaper  men  invited  to  present 
their  case  to  the  nearly  200  delegates  at¬ 
tending  insisted  that  newspaper  rates 
were  not  exhorbitant,  that  the  differential, 
where  it  existed,  was  fairly  arrived  at, 
and  that  it  was  not  what  is  paid  foi  ad¬ 
vertising  but  the  results  obtained  which 
counted. 

“Pit  results  against  rates  and  you  ad¬ 
vertisers  will  find  the  newspaper  charges 
for  advertising  fair  and  not  exhorbitant,” 
Don  Seitz,  New  York  Evening  World, 
said  in  an  address  prior  to  passage  of  the 
resolution. 

"^e  high  cost  of  obtaining  and  keeping 
national  advertising,  because  of  agency 
commissions,  merchandising  services  and 
like  expenses  were  held  responsible  for 
the  higher  cost  to  national  advertisers  for 
space  than  the  charge  to  IcKal  merchants 
by  Afarcellus  Murdock,  Wichita  Beacon, 
another  newspaper  speaker. 

For  years  these  advertisers,  who  as  an 
association  represent  a  total  advertising 
investment  each  year  of  $150,000,000  have 
stood  opposed  to  what  they  declared  was 
too  wide  a  differential  between  local  and 
foreign  newspaper  advertising  rates.  Sur¬ 
veys  they  conducted  showed,  they  said, 
that  this  differential  varied  from  200  per 
cent  to  15  per  cent. 

Presenting  the  newspaper  view  of  the 
<]uestion,  Mr.  Murdock  said  that  in  ac- 
pality  in  most  cases  no  differential  ex¬ 
isted.  He  maintained  that  since  the  cost 
pf  getting  national  business  and  holding 
it  was  so  much  greater  than  the  cost  of 
obtaining  local  business,  the  two  were 
ojualized. 

“Newspapers,”  he  said,  “are  part  and 
P»rcel  of  their  communities.  No  two 
'wwspapers  are  alike,  except  in  the  funda- 
;  'jmtals  of  presenting  news,  of  service  to 
their  communities,  and  of  making  a 
pvofit  for  themselves.  This  fact  accounts 
™ore  than  any  other  for  any  differences 
in  newspaper  rates  that  exist.” 

Mr.  .Seitz  began  his  speech  with  a  de¬ 
nunciation  of  the  present  advertising 
igmcy  system. 

“The  agency  is  now  paid  by  the  news- 
Pnper  or  magazine  and  works  for  the  ad- 
yertiser,”  he  said.  “We  have  no  author¬ 
ity  over  him  and  I  don’t  know  how  much 
1  you  have.  The  agency  should  be  definitely 
i  ytmrs  or  ours  and  should  work  for  the 
idW  who  pays  him.” 

The  tendency  of  advertising  agents  to 
"Vise  the  purchase  of  space  in  the  Satur- 
“"y  Evening  Post  “largely  for  conven- 
iwce  and  personal  profit”  was  also  cited 
I  “alarming  factor”  by  Mr.  Seitz. 

I  In  a  recent  number  of  the  Saturday 
?  tvening  Post  I  counted  up  $1,000,000 
»orth  of  advertising,”  he  said.  “If  this 
I  Wiount  had  been  distributed  among  the 
I  itfwspapers  it  would  have  brought  won- 
P  «rful  results. 

The  trouble  is  the  agencies  and  ad- 
'frtisers  have  made  an  idol  of  conven¬ 


By  PHILIP  SCHUYLER 


Edward  T.  Hall 


ience,  and  as  a  result  there  are  fewer 
organs  of  expression,  fewer  people  of  dif¬ 
ferent  minds.  It  is  turning  us  into  a  lot 
of  Ford  cars.  It  is  standardizing  every¬ 
thing.” 

Mr.  Seitz  declared  it  makes  no  differ¬ 
ence  what  is  paid  for  advertising  it  is 
results  that  count,  and  named  two  factors 
upon  which  results  hinged.  These  two 
were,  he  said,  advertising  copy  and  a 
closer  study  of  the  field  by  the  advertiser, 
in  order  that  he  can  choose  the  best  media 
for  his  product. 

“.Advertising  copy,”  he  advised,  “should 
not  lie  a  flow  of  fine  literature,  but  rather 
a  simple  statement  of  fact,  short  and  sen¬ 
sible,  telling  what  the  product  is  and 
where  it  can  be  obtained. 

“The  extravagance  of  modern  adver¬ 
tising  makes  one  shudder,”  he  concluded. 

On  Tuesday  afternoon  five  newspaper 
men  were  allowed  the  platform  to  talk 
about  their  medium,  the  reason  for  adver¬ 
tising  rate  differential,  the  good  and  bad 
of  merchandising  services,  and  results  ob¬ 
tainable  from  correct  use  of  space  in  the 
daily  press.  The  story  of  the  tabloid  was 
also  told. 

These  speakers  were  L.  E.  McGivena, 
Nezo  York  Daily  Nezt’s,  Don  Bridge, 
fndiatiapolis  News,  J.  Thomas  Lyons, 


formerly  of  the  Baltimore  Evening  News, 
Mr.  Murdock,  and  Mr.  Seitz. 

While  all  advertising  angles  and  media 
were  given  due  consideration  during  the 
three-day  convention,  particular  signif¬ 
icance  was  attached  to  the  newspaper  ses¬ 
sion  in  view  of  the  fact  it  evidenced  con¬ 
tinuation  of  the  policy  inaugurated  by  A. 
N.  .A.  in  1924  of  closer  co-operation  with 
other  advertising  interests.  Last  year 
the  magazine  men  were  allowed  the 
privilege  of  answering  attacks  on  alleged 
circulation  duplication. 

E.  T.  Hall,  of  Ralston  Purina  Com¬ 
pany,  St.  Louis,  who  was  elected  pres¬ 
ident,  gave  promise  that  this  “co-operation 
policy”  was  now  firmly  fixed  as  A.  N.  A. 
procedure. 

“We  should  try,”  he  declared  in  his 
acceptance  speech,  “to  put  our  feet  under 
the  same  table  with  other  big  advertis¬ 
ing  interests.” 

With  their  feet  under  the  newspaper 
table,  the  advertisers  heard  in  brief  these 
following  points. 

1.  National  advertisers  are  not  paying 
an  exhorbitant  price  for  newspaper  adver¬ 
tising. 

2.  It  is  not  what  is  paid  for  ad¬ 
vertising,  it  is  what  advertising  pays 
that  counts,  and  newspaper  advertis- 


THE  BIG  MERCHANT’S  PROBLEM 

CHARLES  W.  Mears,  recognised  expert  in  marketing  and  advertising, 
has  just  written  a  penetrating  analysis  of  present-day  complexities  in 
city  retailing.  It  is  a  liberal  education  for  advertising  men  and  of  great 
value  to  merchemts  who  seem  hopelessly  confused  by  the  szvift  cross-currents 
of  modem  merchandising  and  advertising. 

See  Editor  &  Pcbusher  next  week  for  the  first  installment  of  Mr. 
Mears’  searching  examhuition  of  the  causes  of  success  and  failure  in  de¬ 
portment  store _  administration!  It  contains  some  amadng  statistics  concern¬ 
ing  disproportionate  costs  of  operation.  What  does  it  profit  a  merchant  to 
organise  a  fine  establishment,  stocked  with  choice  merchandise,  if  the  people 
of  a  city  do  not  know  the  store  exists?  What  should  he  be  willing  to  poy 
to  gain  and  hold  the  interest  of  a  community  in  his  enterprise?  Mr.  Mears 
tells. 


ing  pays  highly,  if  rightly  employed. 

3.  There  is  actually  no  differential  be¬ 
tween  local  and  foreign  rates,  when  the 
costs  of  obtaining  the  latter  and  other 
purely  local  factors  are  taken  into  con¬ 
sideration. 

4.  Merchandising  services  are  valuable 
to  advertisers  and  newspapers  alike  when 
conservatively  and  intelligently  conducted. 

5.  The  tabloid  newspaper  has  a  def¬ 
inite  place  and  fills  a  gap  in  other  exist¬ 
ing  media  because  of  its  convenience,  its 
brevity,  its  news  pictures,  and  its  special 
features. 

First  newspaper  men  to  speak  were  in 
order  Mr.  McGivena  and  Mr.  Bridge, 
whose  talks  are  reported  extensively  else¬ 
where  in  this  issue. 

Newspaper  merchandising  service,  if  in¬ 
telligently  conducted,  is  of  value  to_  the 
national  advertiser  was  the  theme  of  the 
address  made  by  Mr.  Lyons. 

Three  main  points  of  service  he  stressed 
were  the  introduction  of  new  products; 
contact  with  wholesalers  and  jobbers;  and 
shopping  in  retail  stores  to  see  if  estab¬ 
lished  lines  are  being  given  proper  display. 

“When  the  manufacturer  of  a  new 
product  desires  to  enter  a  town,  the 
newspapers  should  be  called  upon  to  find 
out  first  whether  or  not  the  people  will 
accept  it,”  he  said.  “An  advertiser  would 
waste  money  by  going  into  a  town,  where 
resistance  is  great. 

“.A  good  newspaper  does  not  want  an 
advertiser’s  business  unless  he  is  sure  it 
will  profit  the  advertiser.  The  mer¬ 
chandising  department  should  see  first  if 
the  repeat  merit  is  there  before  accepting 
a  new  account.” 

While  jobbers  and  wholesalers  may  bq 
on  the  wane,  Mr.  Lyons  contended  they 
were  still  of  such  importance  that  they 
should  receive  considerable  attention 
from  the  service  men  working  on  the 
newspaper  for  the  advertiser. 

“If  copy  isn’t  pulling  on  old  established 
lines,  the  agency  should  be  notified.”  he 
declared,  and  concluded  by  saying  that 
newspapers  had  no  right  to  work  for  one 
advertiser  to  the  detriment  of  another. 

In  addition  to  president,  the  convention 
elected  three  vice-presidents,  W.  K.  Bur- 
len,  New  England  Confectionery  Com¬ 
pany,  Boston ;  S.  E.  Conybeare,  .Arm¬ 
strong  Cork  Company,  Lancaster,  Pa.; 
and  A.  D.  Welton,  Continental  and  Com¬ 
mercial  National  Bank  of  Chicago. 

Directors  are ;  Carl  Gazley,  A  awman 
&  Erbe  Manufacturing  Company;  Ber¬ 
nard  Lichtenberg,  Alexander  Hamilton 
Institute;  E.  E.  .A.  Stone,  Standard  Oil 
Company  of  New  Jersey;  P.  B.  Zimmer¬ 
man,  National  Lamp  Works  of  the  Gen¬ 
eral  Electric  Company ;  W .  A.  Hart,  E. 
I.  du  Pont  de  Nemour;  and  G.  R.  Dick¬ 
inson,  Hupp  Motor  Car  Corporation. 

Mr.  Hall  succeeds  Carl  J.  Schumann. 
Hilo  Varnish  Corporation,  who  has  been 
acting  chief  of  the  A.  N.  .A.  since  the  re¬ 
cent  resignation  of  G.  Lynn  S^ner, 
formerly  of  the  International  Corre¬ 
spondence  Schools. 

Full  text  of  resolutions  passed  at  the 
meeting  were :  ,  .  . 

Where.vs.  The  .Association  of  National 
.Advertisers  has  found  among  newspaj^rs 
no  consistent  practice  in  the  establish¬ 
ment  of  rates  as  between  local  and  na¬ 
tional  advertisers,  be  it 

Resolved,  that  this  convention  recom¬ 
mend  to  the  .Association’s  Directors  that 
they  continue  their  efforts  by  and  with  the 
co-operation  of  the  .A.  N.  P.  A.,  the 
.A.  .A.  .A.  .A.,  and  other  organizations 
interested  to  bring  about  a  more  logical 
and  equitable  newspaper  advertising  rate 
structure  to  the  end  that  this  valuable 
medium  may  be  utilized  by  national  ad¬ 
vertisers  in  larger  measure  as  a  factor  in 
more  economical  selling  and  distribution. 

Where.ss,  the  members  of  the  Asso¬ 
ciation  of  National  Advertisers  are  exten¬ 
sive  users  of  newspaper  space  and 

Whfjieas,  their  use  of  such  space 
(Continued  on  page  32) 


■v  »  ;•  / 


^  // 


Editor  &  Publisher  for  November  21,  1925 


WHEN  THE  ADVERTISERS  GET  TOGETHER 


By  PHILIP  SCHUYLER 


^HESE  advertisers  get  their  golfing 
done  early.  Some  few  arrived  here 
in  Washington  for  a  few  rounds  Sunday 
at  the  Congressional  Country  Club.  But 
it  was  done  very  quietly,  very  modestly, 
and  it  was  worth  your  life  to  find  out 
tlie  scores  and  even  who  won,  if  anyone. 

The  nights,  however,  were  tilled  with 
music  and  dancing,  likewise  at  the  Con¬ 
gressional.  .\nd  the  business  sessions, 
held  all  day  at  the  Mayflower  Hotel,  were 
not  without  their  opening  and  closing 
songs.  The  A.  X.  A.  Canaries,  “four 
human  songbirds  who  never  took  a  lesson 
in  their  lives,  but  whose  marvelous  sweet¬ 
ness  is  guaranteed  to  lull  the  savage.st 
into  complete  gentleness” — so  they  were 
advertised — were  the  chief  attraction  at 
tlie  dinner-dance  cabaret,  staged  Monday 
evening.  .Xt  this  function,  too,  “Mr. 
.America — the  most  beautiful  advertising 
man  in  the  world”  was  selected,  more 
of  which  elsewhere. 


Between  dances  and  between  siieeches, 
delegates  talked  shop.  I  met  T.  A.  Car- 
roll,  advertising  manager  of  E.  C.  Atkin¬ 
son  &  Co.,  makers  of  Silver  Steel  Saws, 
outside  the  convention  floor.  Mr.  Carroll 
has  had  striking  success,  using  special 
newsi<aper  advertising  campaigns  in  key 
cities  to  increase  sales  and  add  names  to 
his  dealer  lists. 

1  he  method,  he  said,  is  very  simple. 

\V  e  ask  the  newsi^iKTs,”  he  explained, 

‘  and  they  usually  agree,  to  check  up  the 
number  of  hardware  dealers  in  their  city. 
W  hen  the  list  is  complete,  we  hold  a 
meeting  of  our  salesmen  sent  to  the  city 
for  the  special  drive,  and  divide  the  names 
obtained  among  them.  Each  salesman  is 


Metropolitan  Life  Insurance  Company,  to 
this  reporter,  “I  was  looking  over  m\ 
scrap  b<K>k  and  found  it  filled  with  clip¬ 
pings  about  our  company  from  news¬ 
papers  all  over  the  country.  The  clip¬ 
pings  were  of  news  items  on  particularly 
big  insurance  policies,  stories  of  some 
striking  case  showing  the  need  of  in¬ 
surance,  and  features  telling  of  the  re¬ 
search  and  welfare  work  our  company  is 
doing. 

“Yes,  we  send  out  a  lot  of  free  pub¬ 
licity  to  newspapers. 

“But  we  do  not  advertise  in  news¬ 
papers.  It  is  too  expensive.  Our  prob¬ 
lem  is  one  of  general  health  education, 
and  we  use  the  magazines,  particularly 
those  which  appeal  to  women.” 

Mr.  Benedict  said  there  were  approxi¬ 
mately  20,000  Metropolitan  Life  Insur¬ 
ance  Company  'agents  and  that  only  i 
handful  of  them  invested  in  local  news- 
ysaper  advertising. 

Mr.  Benedict  has  been  advertising 
manages,  for  Metropolitan  for  six  months. 
Previously  he  was  connected  with  FraA 
Seaman#  Inc.,  New  York  advertisini 
agency. 


O.  C.  Harn,  National  Lead  Company,  and  president  of  the  .\.  B.  C.,  greets 
Carl  J.  S-liumann,  Hilo  Varnish  Corporation,  and  acting  N.  A.  chief. 


a  so  provided  with  proofs  of  the  adver-  ^.,i  front  the  White  Sulphur  Springs  con-  The  Certo  account  is  handled  by  the  J. 
semen  s  which  are  to  appear  in  the  local  veiition  of  the  .American  Newspaper  Walter  Thompson  Company,  New  York. 

Publishers’  Association  in  such  good  - 


“Is  newspaper  advertising  cxyKiisivt," 

I  turned  and  asked  Merle  B.  Bates,  ai 
vertising  director  of  Life  Savers,  Inc, 
of  Port  Chester,  N.  Y.  Mr.  Bates  early 
this  year  decided  to  put  newspapers  un 
der  the  microscope  to  find  out  whether 
or  not  use  of  newspaper  advertisini 
columns  would  increase  Life  Saver  salts 
He  has  already  rejiorted  himself  satis¬ 
fied  with  results.  At  this  convention  he 
is  one  of  the  advisers,  telling  prospective 
newspaper  customers  his  experiences  with 
the  medium. 

“What  a  foolish  question,”  was  his 
reply  to  my  question  on  expense.  “You 
are  putting  newspaper  advertising  in  an 


„  ,  -.-..-r"#-— -  I'uniisiiers  Association  in  suen  gooci  -  ..ntirolv  M-mnir  licrt-it  if  von  <;av  it  s 

ft  dealer,  before  spirits  that  he  arranged  a  luncheon  and  Something  new  was  inaugurated  at  this 

the  advertisements  anne.-ir  f  ..  i- .  _ i  i.  ■ _  o _ expensive. 


aiirenlist  his‘  ahl^amf?vm".t\^h^  husbands,  until  late  in  the  nearly  30  advertising  managers,  recog-  joes  and  should  not  enter 


_  X-rtS:™.  S,l“ogS,and  "'VStr"  o"'  nT'Slfm'S; 

nsiiJ^K-  on  J-  I’-  'Vallace,  advertising  manager  of  held  available  to  answer  questions  or  hold  on  the 

o  ' h  r.  in  Douglas  Pectin  Corporation,  vvho  is  private  consultations  with  deleptes  seek-  .filing 

‘^uy.  attending  this  meeting,  told  me  his  ad-  mg  advise  on  advertising  problems.  This  Conditions  ” 

“Take  St.  Louis,  as  an  example.  Here  vertising  campaigns  conducted  during  the  group  of  experts  was  prepared  to  answer  _ 

was  a  city  of  a  million  population,  where  past  year  were  most  successful.  His  (|Hcstions  and  give  advice  on  a  host  t-  .  x 

we  had  less  than  two  dozen  dealers  hand-  com|)any  makes  “Certo,”  which  is  adver-  topics,  including  newspaper  and  magazine  /  "u  “y  ‘"'u  iin  •."’'u'!!.*!?. 

ling  our  product.  Such  a  big  city  should  tised  only  during  the  summer  months,  advertising '  billboards ;  dealer  coopera-  delegates  filed  through  the  ’Yhite  H 


We  carried  on  the  drive  for  a  pericnl  suits  obtained  from  newspaper  space,  he  branch  offices;  export  advertising;  mail-  •*  u  Uum 

ot  eight  weeks,  with  the  result  that  we  said,  were  entirely  satisfactory,  and  he  ing  lists;  house  organs;  radio  advertis-  on  t  e  \V  ite  o  . 

got  more  than  175  new  hardware  dealers  intends  to  continue  use  of  this  medium,  ing;  plates  and  electros;  street  car  space;  cameramen  cauglit  frestdei 

to  handle  Silver  Steel  Saws.  The  Certo  newspaper  list  last  summer  cooperative  advertising;  house-to-house  President  Hall  together. 

‘It  is  very  simple,  you  see.  When  you  numbered  350.  A  special  campaign  was  selling;  and  printing  and  lithography.  - 

can  s1k)w  dealers  that  you  are  going  to  tried  out  in  New  Y'^ork  State  using  small  -  There  came  a  crash  of  splintering 


help  them  obtain  (piick  turnover  and  town  newspapers,  which  Mr.  Wallace  “Just  the  other  day,”  said  J.  E.  1).  glass  and  a  crestfallen  look  on  the  face 
added  profit  by  placin,^  advertising  in  declared  “worked  out  very  well,  indeed.”  Benedict,  advertising  manager  of  the  of  \V’.  K.  Burlen,  of  the  New  England 


the  newspaper  or 
newspapers  that 
their  customers 
read  e  v  e  r  y  day, 
they  listen  to  you. 
We  also  make  a 
point  to  publish  all 
the  dealers’  names 
in  the  advertise¬ 
ments  we  purcha.se 
in  the  local  paper. 

“.After  all,  by  us¬ 
ing  newspapers  you 
can  tell  your  story 
well,  and  reiterate 
it  until  it  becomes 
a  part  of  the  con¬ 
sciousness  of  the 
prospect  who  is  go¬ 
ing  to  buy  your 
goods.” 


Fleming  N  e  w- 
bold,  business  man¬ 
ager  of  the  Wash¬ 
ington  Star,  return- 


Guests  of  Fleming  Newbold,  Washington  Star,  wives  of  delegates,  were  treated  to  luncheon  and  a  sightseeing  tour. 


Confectionery  Com¬ 
pany.  Mr.  Burlen, 
at  the  Congres 
sional  Club 
had  been  voted 
“Mr.  America”  b)' 
the  ladies  attending 

the  c  o  n  V  e  n  t  ion 
Cartoons  of  the 
handsomest  men  oi 
A.  N.  A.  had  been 
flashed  on  a  screen 
and  from  them  the 
choice  had  been 
made.  The  P *■ '  ** 
was  to  be  awarded, 
(jrandly  a  tray  of 
sparkling  "e't* 
glass”  was  bom 
across  the  rcom-" 
and  dropped,  just 
before  reaching  Mr 
Burlen’s  hands.  The 
prize,  he  was  latff 
told,  was  purchased 
at  Wool  worth’s. 


I 


MANY  FACTORS  CAUSE  RATE  DIFFERENTIAL 


'ey  Discloses  Intangible  as  Well  as  Tangible  Reasons  for  Higher  Charge  to  National  Than  Local 
Space  Buyers — Prices  Fair  and  in  No  Case  Exorbitant 


ny,  to 
r  im 

nw  k'lTH  a  modest  disclaimer  of  the  plain  By  MARCELLUS  MURDOCK 

eii^  ^le  and  bcid  logic  of  ^rfection.  ^ 

ularW  proceed  to  give  you  what  enlighten- 

som  It  I  can  on  the  reasons  for  the  na-  ExcerpU  from  an  Address  Before  the  Association  of  National  Advertisers 

)f  in-  il  advertiser  being  charged  a  little 

le  re-  advertising  than  the  directly  and  properly  comes  under  the  formity  in  those  newspapers  circulations, 

iny  is  i!  ®2n.  Of  course;  there  is  a  lot  of  subject  of  this  dissertation.  their  subscription  prices,  their  expense 

Tie  logic  in  the  difference,  for  what.  There  are  three  significant  facts  con-  accounts  and  their  profits. 

;  prf).  sr  all.  is  log  c  but  reason.  nected  with  this  group.  These  three  significant  facts  are  funda- 

",  St  of  all  as  a  basis  of  better  under-  First,  the  newspapers  in  this  group,  the  mental  in  their  bearing  on  the  question 
news-  present  some  facts  which  group  of  newspapers  whose  published  before 

prob!  jnd  in  a  study  of  this  subject, 
ation,  ^  preparation,  I  made  a  survey  of 
iilarlv  ■■''aper'  from  one  end  of  the  country  ol 


_  .  .  .  .us.  They  prove  that  you  cannot  The  size  of  the  city  of  publicatii 

national  advertising  rates  are  higher  than  treat  nor  operate  a  newspaper  property  size  of  that  city  in  comparison  w 
their  local  rates  are  situated  in  centres  as  you  would  a  cotton  mill  or  a  collar  neighboring  territory  dependent  ( 
if  population  of  from  50,000  to  300,000  factory.  It  may  be  a  pity,  but  it  is  a  fact  newspaper. 

never-thc-less.  The  obligation  of  the  newspape 

i  The  newspaper  is  not  just  a  counting  Imme  city  and  to  the  neighbors 
house.  It  is  not  just  a  manufacturing  <lcj'^'>'l‘-'''t  territory •_ 

I  concern.  It  is  not  just  a  business  insti-  inundations  and  avow 

W  It  cannot  be  standardized  like  nf  its  to  build 

some  businesses  to  a  predominating  ex- 

^  ^  tent,  if  newspapers  are  to  retain  their  Its  volume  of  circulation. 

character  and  proper  and  effective  place  The  selling  price  of  that  circul 

in  the  world's  affairs.  If  they  could  be  The  volume  of  local  advertising 

standardized  to  the  nth  degree,  or  ever  potentiality  for  increases. 

^  nre,  as  great  a  calamity  would  result  as  The  inqx'irtance  of  preponderai 

'  would  were  you  to  standardize  the  charac-  linage  as  a  selling  factor  both 

and  genius  the  world’s 
types  jhe 

l‘.ach  newspaper  exception  increasing  cost  to  the  pub 

rule.  That  fact  is  emphasized  by  the  Granted,  you  say,  but  why  cha 
lack  of  uniformity  and  local  price  the  advertis 

advertising  rates  the  differentials  another  to  the  local  merchant? 

existing  between  those  have  all  these  things  that  you  ha 

subscription  telling  to  do  with  the  di 

Each  newspaper  exception  advertisin 

the  rule  of  the  newspaper  business  How  do  they  prove  or  justify 

and  by  that  verv  token  a  greater  excep-  ference  in  sellinc  nrices^ 
tion  to  the  rule  of  general  industry.  "  This  is  my  answer  Every 

Each  newspaper,  particularly  of  the  them  has  very  much— almost  a 
,  „  .  -  -  u  \  c  r  cross  section  we  are  considering,  is  a  part  as  the  price  of  newsprint  or  th 

t  the  Convention  (left  to  right):  3.  h.  a„,|  parcel  of  the  city  in  which  it  is  of  a  compositor — to  do  with  the 

Verne  Burnett,  General  Motors  Com-  published.  It  is  bone  of  that  bone,  blood  nation  of  the  advertising  rates 

Kes,  Life  Savers,  Inc.  of  (hat  blood,  flesh  of  the  flesh  of  its  to  the  national  and  local  advertisei 

home  city  and  that  city’s  population  and  one  enters  into  the  justification 
the  other.  I  did  not  attempt  to  include  j^ople.  In  every  case,  the  city  of  pub-  its  suburban  neighbors.  of  the  difference  between  the  nati 

the  country’s  newspapers.  That  was"  lication  is  not  an  entity  in  itself  but  a  But  however  exceptional  newspapers  local  rate. 

big  a  task  and  seemed  unnecessary,  centre  of  population  with  a  dependent  may  be,  there  is  one  fundamental  that  In  the  problem  of  determinii 

c  survey  included  40  newspapers,  circulation  territory  of  from  100  to  300  must  enter  into  all  institutions  that  sur-  for  advertising,  a  publisher  1 
newspapers  are  located  in  New  mile  radius — unlike  the  largest  cities  as  vive  and  is  therefore  equally  applicable  general  classes  of  display  adv 
■k,  Pennsylvania,  Connecticut,  Ohio,  publication  centres.  to  the  newspapers.  Newspapers  must  that  from  local  merchants  and  tl 

ana.  Illinois,  Iowa,  Wisconsin,  Minne-  Second,  these  newspapers  are  not  in  secure  a  price  for  that  which  they  have  national  advertisers.  The  ad 
I  N.  I^kota,  Oregon,  Washington,  any  one  or  two  sections  of  the  country,  to  sell  which  will  net  them  a  profit.  rates  he  has  started  using  in  th 

'  'iiri.  'Kansas,  Nebraska,  Colorado,  They  are  found  in  any  state  in  the  union.  That  makes  the  problem  sound  very  iiing,  with  mollifications  as  the  ye 

as  .Arkansas,  Louisiana,  Georgia  and  Third,  there  is  no  standard  or  uni-  simple — just  find  the  cost  and  add  a  per-  by.  were  of  the  barter  and  trade  1 
I'Mt  formity  in  the  differential  between  the  cent  for  profit  and  you  have  the  correct  lie  has  recourse  to  his  costs. 

The  cities  vary  in  size  from  50,0W  to  national  and  local  rates  of  any  three  of  selling  price.  Hut  even  in  this,  the  news-  tion  receipts,  the  subscription  prii 
fiiOno  people  for  the  most  part  with  a  them  in  an  exactly  determinable  sense,  paper  cannot  be  figured  as  many  other  ing  during  the  years  as  mainly  de 
pie  of  cities  of  the  greatest  size  com-  There  is  almost  as  great  a  lack  of  uni-  lines  of  a  different  character.  ,  (Continued  on  f<age  37) 


proM- 
Insur- 
inly  a 
news- 


iisive, 

es, 

,  Inc, 
)  early 
■rs  un- 
hetha 
Ttisinf 
said 
satis- 
:ion  he 
pectii* 
;s  with 


;  enter 
adver- 
nedium 
on  the 
selling 


lorning. 
House 
hand 
Logan 
hington 
5  were 
e  lawn, 
t  Cool- 


-irciiKiits  of  linage  are  alike.  This  ** 

on  first  thought  seem  strange  and  VifK 

-"leal  but  neither.  It  is  both 

and  reasonable.  Keep  this  state- 
'-t  of  mine  most 

'iiicaiit  bearing  on  any  difference  that 
'ts  between 

us  to  the  second  fact 

to 

newspapers  are  na- 

more  than  are 

al  advertisers.  Do  you  mean 

iiy  that  newspapers  are  not  doing  this, 
ging  higher  national  advertising  rates 

do  some 

I  have  divided  the  40  newspapers  sur- 

^''ins  that  presented  themselves  to  me. 

^  of  divisions  the  news- 

^'(r^  that  charge  same 

as  for  local  advertising. 

second  group  composed  of 
are 

contracts  four  or  five 
arc  the 

The  first  the 

J  s  for  both  national  and  local,  are,  ac- 
■jtig  to  my  cross  section  survey,  the 

centres.  It  is  the  second  group  With  Coolidge  at  the  White  House,  third  from  left 
i^hich  we  are  most  concerned  and  president.  President  Coolidge,  E 


interuig 
he  face 
England 
■y  Com- 
Burlen, 
ongres- 

party. 

voted 

ica”  by 
ttending 
-  n  t  ion. 
s  of  the 
men  of 
ad  been 
1  screen 

icm  the 
ad  been 
prize 
warded. 

tray  of 


s  bom  ki 
ri  lont—  t- 

L-d.  jus<» 
ling  Mr  ^ 
nds.  The  k 
ras  later  I 

jrchased 

irth’s.  I 


I 


FILENE  SEES  GROWING  ADVERTISING  VOLUME 


Ma*8  Selling  and  Distribution,  Boston  Merchant  Predicts  to  A.  N.  A.  Will  Come  with  Era  of  Su] 

Competition  Between  U.  S.  2Uid  Europe  for  World  Trade 

By  EDWARD  A.  FILENE 

I  BELIEVE  that  big  advertising  -  sdling  and  it  will  be  an  important  s 

w  a  cnpial  cprvirp  and  not  a  .  .  .  of  national  advertising  to  educat 

social  evil  At  its  best  it  will  result  in  Addre»»  This  Week  Before  A«»ociation  of  National  Advertisers  at  Washington  public  to  this  vital  principle, 
a  irrpat  trkod  to  all  ronrerned  so  that  ^  National  advertising  now  needs  t 

nothincr  T^am  about  to  sav  should  be  con-  '^creasing  hours  of  work  will  mean  great-  carried  out  by  Secretary  Hoover  s  Corn-  ,he  necessary  step  forward  and  app 
strued^as  beine  acainst  ^bie  advertising  Production.  Reducing  of  wages  not  mission  on  the  Elimination  of  Waste  in  principles  more  completely, 

cither  local  or  national  On  the  contrarv’  brings  with  it  a  reduction  of  purchas-  Industry  definitely  showed  that  prevent-  tionally-advertised*  products  produci 

I  amcSncedth^  power,  but  will  also  result  in  very  able  waste  is  one-half  the  cost  of  j^r  mass  production  can  obtain  m 

further  develooment  of  big  advertising  opposition,  both  industrial  and  poll-  production  and  further  established  that  incomparably  greater  than  at  pi 

will  direSroromi!.^^^^  the  necessary  reor-  ‘’‘"a'-  organized  labor.  Fi-  it  costs  about  the  same  amount  of  money  provided  they  apply  the  further  pri 

ganization  m  *oroduction  and  distribution  probably  is  no  need  for  export-  to  transfer  a  product  from  the  factory  to  of  mass  production,  namely  the  prod 

fnd  indirectly  will  heln  solve  manv  of  our  surplus  population  anywhere  in  the  the  consumer  as  it  costs  to  produce  it.  of  articles  that  are  not  only  des 

anH  nnlitical  nroHcm^  world,  provided  that  the  right  methods  of  Finally,  it  should  be  Iwrne  in  mind  that  but  that  will  sell  at  the  lowest 

T  Ct  lie  cvptninc  l.ricflv  the  conditions  production  and  distribution  are  applied.  mass  production  can  live  only  through  Mass  production  will  sell  landa 

under  which  business  and  indiistrv  must  When  discussing  these  matters  with  mass  distribution— and  mass  distribution  articles  in  enormous  quantities  if  c 

oncrate  during  the  coming  vears  ^I  will  people  in  the  different  countries  of  means  a  mass  of  people  who  have  buying  and  prices  are  right,  but  in  order  I 

cmstanflv  re^r  to  mass  ^or^uction  and  K“*'opc,  I  asked  them  what  would  happen  power.  The  introduction  of  mass  methods  in  enormous  quantities  quality  and 

^ss  distribution  iLTrinciE  as  adopted  overnight  will  greatly  increase  the  buying  power  of  must  both  be  right, 

and  annlicd  hv  Henrv  Ford  lose  Ford  to  one-half.  They  agreed  that  this  would  the  people  because  there  result  two  effects  If  nationally  advertised  articles 
as  an  illnctration  hcransc  he  has  more  ‘hc  solution  of  most  of  the  present  from  mass  production  which  have  not  ac-  these  principles— and  use  creative  thi 

than  any  other  producer  in  the  world  dem-  ‘Jifijculties  in  Europe,  not  only  in  trade  tively  dominated  pr^^^  that  U,  of  the  Ford  kind-they  wil 

..rUn*  imlustry,  Dut  111  politics  also.  Ihe  first  is  that  it  pays  to  pay  higher  and  beat  competition  by  offering  a 

to  he  the  nrinrinles  nnon  which  American  be  bome  in  mind  that  the  wagcs  because  the  difference,  under  mass  article  at  a  lower  price  than  ordinar 

hiisinecc  a^d  in^nstr^will  he  forced  to  ^asic  difficulties  in  Europe  are  lack  of  protluction  where  a  great  number  of  things  petition  can  supply.  They  will  also 
S  m  L  the  davs  aheV  Ford  "^ility  to  export  The  are  produced,  between  a  high  wage  and  a  a  basis  wl^ere  price"^  maintena 

onctroted  the  ciiatlon  of  mass  nrod.iction  solution  is  through  the  introtluction  of  low  is  not  reckonable  on  the  average  unnecessary.  Cutting  their  prices  i 

and  distribution  to  the  rcdiictiotf  of  nricps  *^3ss  production  and  mass  distribution.  Sale  price.  And  the  second  is  that  even  a  self-defeating  measure  for  any  r 

and  the  raising  of  wages  He  has^donc  which  will  reduce  prices  for  the  necessi-  the  static  wage  is  increased,  if  its  buying  that  tries  it,  because  the  public  will 

both  to  a  degree  una^roached  bv  anv  cutting  down  the  profit  by  power  is  increased.  that  the  regular  price  gives  only  th« 

other  tirndncer  and  ma^  enormous^  tnta^  increasing  wages,  and  there-  It  IS  apparent,  I  think,  that  mass  pro-  lest  legitimate  profit,  and  that  a  cir 

orofits^in  the  orocess  purchasing  power  of  the  masses  to  duction  and  mass  distribution  will  be  bet-  is  unprofitable,  and  must  be  made 

For  some  veLs  to  come  American  hnsi  “P  surplus.  At  the  same  time  ter  prepared  to  meet  the  coming  super-  an  illegitimate  profit  on  other  goc 

ness  men  will  devote  their  snrnlns  energv  political  discontent  of  competition  than  production  and  distribu-  1  should  like  to  mention  the  vei 

to  a  keener  comnetition  for  domestic  hnsi  masses  by  satisfying  their  legitimate  tion  not  organized  on  mass  lines.  Nation-  portant  contribution  which  advertisi 

ness  Suner  cSlition  will  tha’t  advertised  products  are  made  under  made  to  the  good  work  of  the  r 

will  tend  to  drive  American  business  and  1' ortunately,  decrease  m  prices  IS  not  a  conditions  of  mass  production  and  national  newspaper  in  this  country, 
industrv  into  mass  nrodiiction  and  mass  but  is  achievable  in  practice  in  al  advertising  has  performed  a  real  service  is  a  difference  in  the  newspapi 

distribution  It  will  Ving  businesses  to  Europe  by  the  adop-  in  the  development  of  mass  methods  in  a  country  where  advertising  is  f 

gether  intA  consolidations  and  trusts  principles  of  mass  production  production  and  distribution.  It  is  plain  and  large,  and  a  country  whei 

This  supercompetition  will  force  econo-  and  mass  distribution.  The  investigation  that  mass  production  is  dependent  on  mass  (Continued  on  page  36) 

mies  and  efficiencies  that  will  make  pos¬ 
sible  a  marked  reduction  in  prices,  for  — — ^  wa 

the  matter  profits  ^ 

the  to  made  from 

sale  an  enormous  number  ar- 

small  per  Mr.  | 

the  best  cheapest  I  LI 

same 

I»ying  the  wages  ever  paid 

he  has  made  by 

fortune  any  producer  ever  f 

perhaps  the  fortune 

also 

to  a 

The  early  iS 

be  for  readjustment  whidi  ^ 

a  ruthless  weeding  L> 

do  go  be-  ^  ^ 

mere  wage-slash-  ^  C 

be  the 

waste  has  been  and 

methods 

to  come  na-  ^ 

under  . 

pressure  to 

goods — a  pressure  never 

produce  them  under  a  scale 
lower  than  lower  than  their 

pre-war  the  war  ex-  i 

Europe  stopped  when  profits 

stopped.  Under 


rr^^BFri 

[OW  A  NEWS  MAN 


E.  Cullen,  Once  Special  Delivery  Boy,  Then  Cub  Reporter,  Now  Directing  Baltimore  News  for 
Hearst — Received  First  Executive  Post  from  Charles  H.  Grasty 


man  should  speed  up  that  process  of  be¬ 
coming  a  publisher.  As  city  editor  he 
was  always  thinking  up  some  new  stunt 
for  the  local  staff  to  do.  He  was  the 
despair  of  lazy  members  of  the  staff  and 
the  delight  of  those  who  wanted  to  be  out 
sliaking  up  the  town  and  getting  the  ad¬ 
venture  which  is  the  real  appeal  in  a  re- 
IKjrter’s  life. 

\\'hen  he  passed  on  up  to  become  man¬ 
aging  editor  of  the  Evening  Sun,  he  left 
in  the  seat  he  had  vacated  a  city  editor 
who  had  learned  a  lot  of  tricks  from  him. 
Incidentally  that  man,  Philip  B.  Perlman,- 
is  now  the  city  solicitor  of  Baltimore. 

Cullen  quit  the  managing  editor’s  job 
after  about  a  year  and  went  into  the  ad¬ 
vertising  department  of  the  Sunpapers. 
It  was  at  a  time  when  the  papers  were 
beginning  to  pick  up  advertising  in  a 
much  larger  \yay  than  they  had  ever  done 
before  in  their  history.  Cullen  saw  this 
development  and  helped  accelerate  it 
He  stayerl  about  a  year,  then  went  to 
Xew  York. 

His  first  job  was  with  a  commercial 
concern.  But  he  didn’t  stay  long.  He 
was  on  his  way  towards  the  publishers 
chair  he  was  after.  He  became  manag¬ 
ing  editor  of  the  Mail.  From  managing 
editor  he  became  general  manager  and 
remained  in  that  position  until  the  Mail 
was  suspected  of  pro-German  leanings. 


idle  present  century.  In  those  days  if 
mccessful  man  could  not  say  that  he 
n<  self-made  he  felt  that  there  was 
flaw  in  his  career. 

‘Jack,”  as  his  intimates  call  him,  was 
in  South  Baltimore.  He  was  an 
ky  child.  When  his  father  died  Jack  _ 
to  work. 

[  The  ambition  to  become  one  of  those 
kr  reporters  who  run  through  the  lines 
K  fires  showing  their  badges  and  defying 
N  police  who  stop  other  people  but  who 
save  the  newspaper  man  through  was  a 

fher  natural  ambition  for  a  special  de- 
Cullen  was  bitten  by  it. 
uract( ri-tk  illy  he  went  after  the  job 
star  reporter. 

He  worked  for  a  short  time  on  the 
aiim.  i-e  World,  around  1905.  It  was 
small  paper,  still  remembered  in  Bal- 
ni^rt  for  the  pep  of  its  news  columns  for  the  paper’ 

•si  its  editorials.  ^  .  '■  i—’.  . — - „  ....  - 

ns  likely  on  short  notice  to  find  half  meet  would  have  attract^  Grasty’s  at- 
f  the  assignments  on  the  assignment  tention  under  any  circumstances.  .  For 
■lok  dumped  on  him— and  with  the  ex-  Cullen  can  write,  write  exceptionally 
■vtatinn  that  he  would  cover  them.  One  well.  He  has  imagination  to  see  things  before  this, 
(the  virtues  of  the  paper  was  that,  since  and  an  unusual  gift  for  putting  what  he  a  C..;. 

1  was  irresponsible,  much  latitude  was  sees  on  paper. 

."owed  its  writers.  Cullen  learned  to 
!nte  on  this  paper  and  attracted  the  at- 
mtion  of  men  on  the  Sun. 

It  happened,  however,  that  at  this  pe¬ 
ed,  he  was  then  less  than  20,  he  was 
nd  by  an  ambition  to  become  an  actor. 

Bther  man  would  have  mooned  about 
dreamed,  and  in  the  end  concluded 
i  it  was  unwise  to  try  it.  In  a  month 
fen  was  on  the  boards,  playing  the 


Then  he  quit  and  returned  to  Baltimore 
to  join  the  United  Railways  and  Electric 
Company  as  assistant  to  the  president. 
He  ironed  out  several  difficulties  which' 
had  been  bothering  the  management. 
About  three  years  ago  the  announce- 

_ _ _  _  ....  r-r—  _ _ _ _  _  If  wasn’t  long  after  the  meet  that  the  ment  was  made  that  he  had  signed  as 

Any  reporter  on  it  len’s  method  of  covering  the  aviation  star  reporter  of  the  Sun  was  made  the  publisher  of  William  Randolph  Heart’s 

■  "  city  editor  of  the  Evening  Sun,  then  only  -Milwaukee  papers.  He  stayed  in  Milwau-- 

a  year  or  two  old.  kee  about  a  year  and  then  returned  t<7 

Cullen  had  married  just  a  short  time  Baltimore  when  Mr.  Hearst  took  over 

' _ I'.Ji.  His  wife  was  Catherine  P'ay,  the  News  and  the  American.  His  ambi- 

..  Baltimorean  like  himself.  And  per-  tion  was  realized.  He  was  a  publisher, 

haps  he  made  up  his  mind  that  a  married  and  a  publisher  in  his  own  home  town 

_ _  3t_  that.  When  he  first  took  charge  the 


John  E.  Cullen 


windows  of  his  office  looked  down  on  the 
doors  of  the  postoffice,  out  of  which  he 
had  popped  many  a  time  in  his  boyhood 
hurrying  to  deliver  special  delivery  let¬ 
ters  at  8  cents  a  letter. 

“Jack”  is  still  well  under  40.  He  has 
five  children.  He  takes  his  responsibiln 
ties  as  a  husband  and  father  very  seri¬ 
ously. 

But  he  hasn’t  “settled  down.”  Those 
who  know  him,  know  he  never  will. 
He’s  too  dynamic — that  overworked  word 
is  the  right  one  to  apply  to  him.  He  is 
always  doing  the  unexpected  thing. 


SONGS  OF  THE  CRAFT 

(lyritten  Exclusively  for  Editok  &  Pviliske«.) 
By  Henry  Edward  Warner 
THE  PERFECT  SHEET 


If  I  were  a  millionaire, 

I  know  what  I  wonid  do: 

Pd  buy  myself  a  printing  press 
And  a  linotype  or  two. 

And  get  a  little  paper  out 

Just  for  myself  .  .  .  and  You. 

I’d  write  my  leads  and  heads 

The  way  they  ought  to  be!  .  .  . 

Pd  never  print  a  single  line 
Of  fake,  because,  you  see. 

It  really  wonin’t  pay  to  fake 

Just  for  yourself  .  .  and  Me! 

Pd  work  for  love,  and  count 
The  toil  a  lot  of  fun; 

Pd  never  let  an  error  pass — 

No,  not  a  single  one! 

And  yon  would  never  think  to  quit 
1110  paper  I  would  run. 

If  I  were  a  millionaire!  .  .  .  ' 

I  like  the  thonght!  ...  It  seems 

To  have  a  cheerful  sort  of  ring. 

It  smiles  like  pleasant  dreams! 

It  warms  me  like  the  summer's  sun 
Or  charms  like  Luna’s  beams. 

But  Pm  no  Croesus;  I 

Reach  no  ambition’s  star! 

ni  have  to  make,  you’ll  have  to  take 
Your  papers  as  they  are! 

Hand  me  a  match,  old  thing — ah — thanks! 
And  light  a  fresh  cigar! 


LORD  ROTHERMERE  IN  U.  S. 


Arrives  in  Boston  Incognito  Nov.  IS — 
Plans  Unannounced 

Traveling  under  the  incognito  of 
“Smith,”  Viscount  Rothermere  of  Lon¬ 
don,  brother  of  the  late  Lord  Northcliffe 
and  proprietor  of  the  London  t)aily  Moil, 
arrived  in  Boston,  Nov.  IS,  on  the  Fran- 
conia  from  Queenstown  and  Liverpool. 
He  was  accompanied  by  Ward  Price,  an 
English  newspaper  correspondent,  whn 
was  with  the  Prince  of  Wales  on  his  re¬ 
cent  African  trip. 

Considerable  secrecy  surrounded  the 
Viscount’s  visit.  No  announcement  was 
available  on  his  plans  while  in  this- 
country. 


Texas  Dailies  Win  Rate  Case 

Dallas  and  Fort  Worth  papers  have 
been  awarded  reparation  from  railways 
for  unreasonable  rates  charged  on  ship¬ 
ments  of  newsprint  paper  from  Minne¬ 
sota,  Niagara  Falls  and  other  producing 
points.  The  Interstate  Commerce  Com¬ 
mission  held  that  the  present  rates  to  the 
two  cities  were  reasonable,  but  that  rates 
in  the  past  had  been  excessive. 


•I 


10 


Editor  &  Publisher  for  November  21,  1925 


A  LINAGE  gain  of  11,748,092  was  registered  during 
October,  1^5,  as  compared  with  October,  1924, 
by  133  newspapers  in  30  principal  cities  of  the  country, 
according  to  a  report  just  issued  by  the  Statistical 
Department  of  the  New  York  Evening  Post.  Only 
four  cities  of  the  30  showed  a  linage  loss.  Total  1925 
linage  was  141,584,481  against  129,836,389  lines  carried 
in  1924.  The  totals  collectively  and  by  cities  follow : 


SUMMARY  OF  ADVERTISING  BY  CITIES 


30  cities  listed 
133  papers  listed 


tNew  York . 

1925' 

...  17,387,908 

Chicago  . 

. . .  8,825,275 

tPhils'idclplua  .... 

...  8,521,057 

Detroit  . 

...  6  067,096 

Cleveland  . 

...  4,467,675 

St.  lx>uis . 

. . .  4,904,920 

Boston  . 

. . .  7,428,586 

Baltimore  . 

...  5,341,261 

Los  .'Vngeles . 

...  7,503,481 

t Buffalo  . 

...  4,601,002 

San  Francisco . 

...  5,168,506 

Milwaukee  . 

...  3,619,312 

Washington  . 

...  4.183,741 

Cincinnati  . 

...  3,842,700 

tNew  Orleans.... 

...  4,119,984 

Minnea[)olis  . 

...  3,447,051 

Seattle  . 

. . .  3,020,066 

Indianapolis  . 

...  3,632,251 

Denver  . 

...  2.649,920 

Providence  . 

...  3,256,701 

Columbus  . 

...  3,959.144 

Louisville  . 

...  4,176,855 

St.  Paul  . 

...  2,910,782 

tOakland . 

...  2,895.382 

Omaha  . 

...  2.085,075 

Birmingham  . 

...  2,927,512 

Richmond  . 

...  2,173,416 

Dayton . 

. . .  3,533,950 

Houston  . 

...  2,717,610 

Des  Moines . 

...  2,216.362 

26  show  gain 
99  show  gam 
no  ccmpariscn. 

1924 


4  show  loss 
30  show  loss 


7,710,093 

8,121,604 

5,238,044 

4,091,625 

4,624,620 

6,322,543 

4,730.515 

7,573,177 

4,100,392 

4.994,337 

3,336.248 

4,645,538 

3,545,400 

3,317,839 

3,213,728 

2,827,118 

3.150.600 

2.448.600 
3.142,256 
3,624,579 
3,281,741 
2,494,310 
2,617,440 
2,363.298 
2.663,906 
2.095.422 
3,245,270 
2,743,790 
2,027,018 


2,072,282  tiain 
1,115,182  liain 
399,453  (lain 
829,052  Gain 
376,050  (lain 

280.300  tiain 
1,106,043  Gain 

610,746  Gam 
69,696  Loss 
500,610  Gain 
1 74,169  Gain 
283,064  Gain 
461,797  Less 

297.300  Gain 
802,145  Gain 
233,323  Gain 
192,948  Gain 
481,551  Gain 
201,320  Gain 
1 14,445  Gain 
334,565  Gain 
895,114  Gain 
416,472  Gain 
277,942  Gain 
278,223  Loss 
263,606  Gain 

77,994  Gain 
288,680  Gain 
26,180  Loss 
189,344  Gain 


Totals . 141,584.481  129,836,389  11,748,092  Gain 


t  Note  references  under  individual  newspaier  linage  of  these 
cities. 


NEW  YORK 


1925 

American  .  1,355,408 

Herald  Tribune .  1,774,878 

Times  .  2,897,642 

World  .  1,762,298 

•.Mirror  (tab.) .  386,024 

News  (tab.) .  731,638 

•Eve.  Graphic .  240,230 

•Eve.  Journal .  1,600,824 

•Eve.  Post .  532,296 

•Eve.  World .  967,504 

•Sun  .  1.642,102 

•Telegram  .  659,554 

Brooklyn  Eagle .  1,656,942 

Brooklyn  Times .  555,578 

Standard  Union .  624,990 


1924 

1,279.726 

1,397,140 

2,563,230 

1,559,278 

334,100 

581,906 

t . 

1,516,514 

459,916 

854,992 

1,382,630 

791,052 

1,473,250 

443,420 

678,472 


75,682  Gain 
377,738  Gain 
334,412  Gain 
203,020  Gain 
51,924  Gain 
149,732  Gain 


84,310  Gain 
72,380  Gain 
112,512  Gain 
259,472  Gain 
131,498  Less 
183,692  Gain 
112,158  Gain 
53,482  Loss 


Totals . 17,387,908  15,315,626  2,072,282  Gain 


•  .No  Sunday  edition. 

t  Evening  Graphic  first  issue  September  15,  1924. 


CHICAGO 


1925 


•Daily  News. .  2,124,361 

Tribune  .  3,095,973 

Herald  Examiner .  1,181,613 

•Post  .  566,874 

•American  .  1,403,955 

•Journal  .  452,499 


1924 

1,890,732 

2,574,501 

1,144,707 

569,001 

1,134,813 

396,339 


233,629  Gain 
521,472  Gain 
36,906  Gain 
2,127  Loss 
269,142  Gain 
56,160  Gain 


Totals .  8,825.275  7,710,093  1,115,182  Gain 


PHILADELPHIA 


1925 


Inquirer  .  2,180,100 

Record  .  909.900 

Ledger  .  1,606,329 

•Evening  Ledger .  1,635,323 

North  American . 

•Bulletin  .  2,189,400 


1924 

1,814,700 

737,100 

1,255,839 

1,418,365 

946,800 

1,948,800 


365,400  Gain 
172,800  Gain 
350,490  Gam 
216,963  (Tain 


240,600  Gain 


Totals .  8,521,057  8,121,604  399,453  Gain 


North  American  combined  with  I>edger  May  18,  1925. 

DETROIT 


News  .  3,213,378 

Times  .  1,258,320 

l-’ree  Press .  1,595,398 


1924 

2,844,856 

1,040,284 

1,352,904 


368,522  Gain 
218,036  Gain 
242,494  Gain 


Totals . 


-  6,067,096  5,238,044 

CLEVELAND 


829,052  Gain 


Plain  Dealer.. 
News  Leader. 
•Press  . 


1,798,050  1,685,550 

1,230,450  1,139,100 


_  1,439,175  1,266,975 


112,500  Gain 
91,350  Gain 
172,200  Gain 


Post-Dispatch 

Globe-Democra 

•Star  . 

Times  . 


Totals 


_  4,467,675 

4,091,625 

376,050  Gain 

ST.  LOUIS 

1925 

1924 

_  2,441,320 

_  1,422,600 

_  675,600 

_  '365,400  _ 

2,211,720 

1,302,600 

665,700 

444,600 

229.600  Gain 
120,000  Gain 
9,900  Gain 
79,200  Loss 

....  4,904,920. 

<1,624,620 

280,300  Gain 

Nb-  Sunday  editiorr. 


BOSTON 

1925 

Herald  .  1,528,732 

Globe  .  1,433,591 

Post  .  1,214,419 

Advertiser  .  466.295 

‘Americ.in  .  515,615 

•Traveler  .  1,235,493 

•Transcript  .  736.524 

•Telegram  .  297,917 

Totals .  7,428,586 


1924 

1,172,041 

1,312,207 

1,155,686 

388,900 

477,240 

893,915 

625,657 

296,897 


356,691  (Tain 
121,384  Gain 
58,733  Gain 
77,395  Gain 
38,375  Gain 
341,578  (Tain 
110,867  Gain 
1,020  Gain 


6,322,543  1,106,043  Gain 


BALTIMORE 

1925  1924 

Sun  .  1,714,315  1,531,601 

•Evening  .Sun .  1,846,421  1,693,994 

American  .  576,996  437,984 

•News  .  775,875  833,640 

•Post  .  427,654  233,296 

Totals .  5-,341,261  4,730,515 


192,714  Gain 
152,427  (Tain 
139,012  Gain 
57.765  Lo-s 
194,358  Gain 


LOS  ANGELES 

1925  1924 

Times .  2,295,818  2,305,730 

Examiner  .  2,035,333  1,913,453 

•Express  .  845,558  961,170 

•Herald  .  1,638.518  1,501,318 

•Record  .  441,252  533,274 

News  .  247,002  358,232 

Totals .  7.503,481  7,573,177 


9,912  Loss 
121,880  Gain 
115,612  Loss 
137,200  Gain 
92,022  Loss 
111,230  Loss 


69,696  Loss 


BUFFALO 

1925  1924 

Express  .  554.470  449,540  104,930  Gain 

Courier  .  782.514  646,018  136,496  Gain 

•Post  .  125,366  148,442  23.076  Loss 

Times  .  1,392.499  1,259,221  133,278  Gain 

•.Star  .  115,169  224,918  109,749  Loss 

•News  .  1,6.10,984  1,372,253  258,731  Gain 

Totals .  4,601,002  4.100,392  500,610  Gain 

Commercial,  name  changed  to  Post  February,  1925. 

Enquirer,  name  ch.aiiged  to  Star  February,  1925. 


SAN  FRANCISCO 


1925 

1924 

Chnnicle  . 

.  1,006,250 

916,650 

89.600 

Gain 

Examiner  . 

.  1,757,294 

1,650,717 

106,577 

Gain 

Bulletin  . 

.  685.566 

562,576 

122,990 

Gain 

Call  . 

.  880.726 

892.738 

12,012 

Loss 

News  . 

.  705,138 

764,792 

59,654 

Loss 

•Herald  . 

.  133,532 

206,864 

73,332 

Loss 

Totals . 

.  5,168,506 

4,994,337 

174,169 

Gain 

MILWAUKEE 

1925  1924 

lournal  .  1,776,936  1,661,800 

S.  T.  &  A.  M.  .Sentinel..  704.217  663,014 

•I.eader  .  313,177  300,557 

•Wisconsin  News .  824,992  710,877 

Totals .  3,619,312  3,336,248 


115,126  Gain 
41,203  Gain 
12,620  Gain 
114,115  Cain 


283,064  Gain 


WASHINGTON 

1925  1924 

Star  .  2,130,465  2,426,707 

Post  .  838.3.10  848.400 

•Evening  Times .  684,067  750,693 

Her.ald  .  350,558  .490,307 

•Evening  News .  180,321  129,431 

Totals .  4,183,741  4,645,538 


296,242  I.OSS 
10,070  I>oss 
66,626  Loss 
139,749  Less 
50,890  (Tain 


461,797  Loss 


CINCINNATI 


‘Post  . 

•Times  Star.  . 
Enquirer 


1925 

910.800 

1.466.100 

1.199.100 


Tribune  .  266,700 


1924 

774.600 
1,357,500 
1,112,700 

300.600 


136,200  Gain 
108,600  Gain 
86,400  Gain 
33,900  Loss 


Item  . . . 

States  _ 

•Tribune 


3,842700 

3,545,400 

297,300  Gain 

r  ORLEANS 

1925 

1924 

1,698,575 

906.033 

871.297 

644.079 

1,527,867 

968,838 

821,134 

170,708  Gain 
62,805  Loss 
50,163  Gain 

Totals .  4,119,984  3,317,839 

Tribune  first  issue  December  16,  1924. 


802,145  (Tain 


MINNEAPOLIS 


1925 


Tribune  .  1,459,864  1,413,869 

Journal  .  1,436,980  1,268,482 

•Star  .  550,207  531,377 


45,995  Gain 
168,498  Gain 
18,830  Gain 


INDIANAPOUS 


1925 

1924 

•News  . 

1,638,738 

Star  . 

.  1,223.436 

1,065,975 

•Times  . 

.  596,829 

445,887 

Totals . 

.  3,632,151 

3,150,600 

DENVER 

1925 

1924 

News  . 

.  658,504 

611,072 

Pon  . 

.  1,385,188 

1.296,148 

•Times  . 

541,380 

157,461 

150,942' 


481,551 


•17,432 
89,040 ' 
64,848 


■fiiliiiC  > 


Totals .  2,649,920  2,448.600  201,320 


PROVIDENCE 


1925 


610,746  Gain  -1™  in ' 


.  958,464 

907,088 

51.376 

.  1,338.698 

1,330,212 

8,486  . 

.  435,881 

430,175 

5,706  ' , 

.  523,658 

474,781 

48,877  G 

.  3,256,701 

3,142,256 

114,445': 

COLUMBUS 


.  1925 

Dispatch  .  2,084,344 

Journal  .  798,917 

Citizen  . 1,075,883 


1924 

1,890,086 

784,444 

950,049 


Totals. 


Herald  Post . 


...  3,959,144 

3,624,579 

334.565 1' 

LOUISVILLE 

1925 

1924 

...  1,285,408 
...  955.487 

.  .  .  1,190,692 
. . .  745,268 

1,063,659 

661,717 

1,080,892 

475,473 

221,7491,. 
293,770  Gi 
109,800  G 
269,795  G: 

...  4,176,855 

3,281,741 

895,114' 

ST.  PAUL 

1925 

•Dispatch  .  1,039,780 

Pioneer  Press .  984,872 

News  .  886,130 

Totals .  2,910,782  2,494,310 


1924 

893,312 

815,318 

785,680 


146,468  C 
169,5541 
100,450  ( 


The  sen 
As  vee  i 
0  the  sti 
For  his 


the  ( 
of  a  ' 
Jrinie  tha 
a  But 
^rpes  w 
rd  alwa 
WTien 
M  F. 
:^iir  was 
Kover  a 


194,258 
125,834 


'■resent 
ecting  I 
r.;.nticr  < 
Buffak 
■Buffalo 


At  the 
in 


,lizing 

Tendei 
iK'ise  to 
iTtr  on 
eout  sli{ 
When 
P^me  to 


416,4720  fins  to 
IL'Kiian  fi 


OAKLAND 

1925  1924 

Tribune  .  1,784,510  1,716,204 

•Post  Inquirer .  933,296  763,728 

•Times  .  53,480  . 

•Record  .  124,096  137,508 

Totals .  2.895,382  2,617,440 

Times  inaugurated  October  23,  1925. 

Record  discontinued  October  24,  1925. 


68,3060 
169.J68  u 


13,412  L 


2  7  7,942 1' 


OMAHA 


[dime  no 
was 
stence. 

It  wa< 
perm 
;he  mor 
ad  pre 
sho' 
:(irtunat 
His  firs 
1850 


World  Herald. . . 

1925 

.  1,144,528 

1924 

1,188,915 

44,387  Loa 

acoui. 
He  t 

Bee  . 

607,642 

122,465  L-si 

a  scoop 

News  . 

566,741 

11 1,371  Lm 

just  b( 

Totals . 

2,363,298 

2  78,223  l'~ 

bronco, 
the  nam 

BIRMINGHAM 

town, 

1925 


.\ge-Herald  .  752,850 

News .  1,649,172 

Post  .  525,490 


1924 

800.590 

1,524,334 

338,982 


47,740  Lv 
1 24,838  Gi' 
186,508  Cal 


Totals .  2,927,512  2,663,906  263,606  Gai) 


RICHMOND 


•News  Leader. . 
Times-Dispatch 


1925 

1,139,278 

1.034,138 


1924 

1,182,622 

912,800 


43,344  Lew 
121,338  ' 


.  2,173,416  2,095.422  77.994' 


DAYTON 


News  . . 
•Herald 
.Journal 


1925 

1,685,978 

1,078,490 

769,482 


1924 

1,558,662 

986,328 

700,280 


127,316' 
92,162  I 
69,202 ' 


Totals . 


3,533,950  3,245,270  288,680' 


HOUSTON 


Chronicle  . . . . 
Post  Dispatch. 
•Press  . 


1925 

1,235,808 

931,980 

549,822 


1924 

1,359,316 

811,132 

573,342 


123,508  I 
120,848' 
23.520  1. 


Times  . 

Post  Intelligencer.  . 

•Star  . 

•Union-Record . 


Totals 


. ...  3,447,051 

3,213,728 

233,323  Gain 

Totals . 

.  2,717,610  2,743,790 

SEATTLE 

1925 

1924 

DES  MOINES 

. ...  1,395,856 

1,331.442 

64,414  Gain 

1925  1924 

. . .  868,098 

702.352 

165,746  Gain 

Register  . 

...  649,194 

660.366 

11,172  I,oss 

•Tribune  . 

, 106,918 

132,958 

26,040  Loss 

Capital  . 

_  3,020.066 

2,827,118 

192,948  Gain 

Totals . 

26.180  ! 


121,157' 

60,175  G. 
8.012  G: 


189.344' 


'»ould 
He  de 
Barnun 
Horse” 
in  the  v 
If  tl 
up  tun 
soisatit 
'.Mbuq 
greates 
the  St 
poblica 
The 
Ttnock 
diow. 
and  i ' 
ante, 
riders 
bronco 
qae,  tl 
tormer 
Afte 
wonde 
The  w 
riciou! 
the  dj 
was  0 
ready 
time  1 
Md  sh 
this  b 
The 
avage 
s^ti 
h^el 
citing 


11 


Editor  <&  Publisher  for  November  21  ^  1925 


Trail  Blazers  of  ADVEarisiNG 

Writing  An  Ad  For  Buffalo  Bill 

6v  6£dhners  Tancoasi 


COPYRIGHT  1925  BY  EDITOR  B  PUBLISHER  CO. 


Chapter  V  dime  novels,  although  I  really  believe  the  imagined  he  saw  a  wonderful  exhibition  of  Fortune,  Kings  of  Chance,  Champion 

dime  novel  accounts  were  more  hair  of  the  real  thing.  The  rider  was  as  Rolling  Stones  and  Daredevil  Dicks  of 

li'riting  an  AdTertiaement  for  Buffalo  raising.  wonderful  an  actor  as  the  horse,  and  old 

Bill  Buffalo  Bill  made  his  api^arance  all  pulled  some  clever  imitations  of  being  In  my  imagination,  which  painted  all 

f  ,  .  ..  ,  .  decked  out  in  a  buckskin  suit,  riding  a  thrown.  The  grey  is  christened  the  thoughts  with  vivid,  riotous  colors,  I  saw 

'The  scream  or  the  outlaw  split  the  air,  i^autiful  black  horse,  and  showed  his  ‘Devil,’  and  he  certainly  made  a  ‘monkey’  the  adventurer  creeping  stealthily  through 

hnli  rnrrni  shooting  glass  balls  tossed  into  out  of  a  certain  reporter.  an  African  Jungle.  He  crouched  behind 

.0  the ^lubbtng  p  St  in  the  "(rrse  corral,  pjght  out  of  eleven.  Al-  “In  the  \Vest  he  has  played  under  m.Tny  a  tree  looking  upon  a  band  of  ferocious 

for  nis  turn  haa  come  at  tost.  though  at  this  time  he  was  well  along  names.  In  El  Paso,  when  the  horse  was  cannibals,  roasting  alive  his  only  com- 

,  ,  ,  ,  ,  ,  .  in  vears  he  proved  the  dime  novel  was  introduced  as  a  wild  bronc  fresh  from  panion.  In  the  picture  were  also  linns 

rs  the  days  of  yore  when  the  smoking  '  *  ■.  .  ..  .e...  >  uon.s, 

I  of  a  Sweet  Caporal  cigarette  was  a 
[rinie  that  went  hand-in-hand  with  read¬ 
ing  a  Buffalo  Bill  dime  novel,  my  hero  of 
!r-x's  was  Buffalo  Bill,  and  he  still  is, 

■A  always  will  be. 

WTien  physicians  attending  Col.  Wil- 
i:iin  F.  Cody,  whose  fame  as  “Buffalo 
Bill'  was  nation-wide,  said  he  could  not 
r-'cever  a  great  depression  came  upon  me. 

To  me,  who  had  interviewed  him,  he 
tcpreniited  the  last  of  the  links  con- 
rrctinc  the  present  with  those  glorious 
"■  nticr  days. 

Buffalo  Bill,  the  Scout,  Indian  Fighter, 

Tiffalo  Hunter  and  Show  Man  was  a 
.reat  advertiser. 

M.  the  time  I  was  a  frontier  reporter 
Kwn  in  the  Southwest  I  wrote  a  great 
Sil.ertisiinent  for  Buffalo  Bill  without 
rdiziiit;  1  was  doing  it. 

Tenderfoot  that  I  was,  I  thought  I  was 
to  all  the  tricks  that  had  been  put 


PUBUSHED  WEEKLY  BY  BEADLE  AND  ADAMS. 
II*  m  wtLUAii  ATRzrr.  new  toul 


r^ise  to  all  the  tricks  that  had  been  put 
tvtr  on  newspaper  reporters,  but  the  old 
'>:out  slipped  one  over  on  me. 

I  When  Buffalo  Bill’s  Wild  West  Show 
jcame  to  Albuquerque  my  great  ambition 


i^as  to  get  an  interview  from  this  old 
|lndiaii  fighter  himself.  I  had  read  every 
dime  novel  about  Buffalo  Bill,  and  to  me 
he  was  about  the  greatest  man  in  ex¬ 
istence. 

It  wa.s  a  great  moment  in  my  life  wh?n 
he  permitted  me  to  enter  his  private  tent 
he  morning  the  show  arrived.  After  he 
had  presented  me  with  some  “comps”  to 
he  show,  he  told  me  he  had  been  very 
i  riunate  in  getting  back  to  .Albuquerque. 
His  first  entrance  into  that  city  had  been 
n  1850  when  he  came  in  as  an  Indian 
Scout. 

He  told  me  confidentially,  to  give  me 
a  scoop  on  the  other  papers,  that  he  had 
.iust  bought  the  most  vicious  outlaw 
bronco,  he  had  ever  seen.  He  gave  me 
the  name  of  the  Mexican  rancher,  and  the 
tOETi,  where  he  bought  this  untamable 
horse.  The  first  attempt  to  ride  him 
Eould  be  made  in  the  arena  that  night. 
He  described  this  horse  somewhat  as 
Bimum  had  described  his  “Woolly 
Horse”  which  Col.  Fremont  had  captured 
!  m  the  wilds  of  Colorado. 

If  the  horse  Buffalo  Bill  had  picked 
up  turned  out  to  be  a  bad-bucker,  and  a 
he  was  going  to  name  him 


"The  rrdtkiM  have  r«ptu^  him.  an4 

„  '  ? —  _  tbe  l^y.  but  rm^T  ke«p  bim  to  mr  u  una 

ra  TM«  BLACB  IfCtTAJIO!**  CBIEl*  M  TF' .!.•»  ..  of  iWf  trib*." 

leadle’s  Half-Dime  Library  that  Buffalo  Bill  performeil  his  most 
»  awe  and  thrill  a  generation  of  .American  youth.  The  thrillers 
ihite-haired  Indian  fighter  from  coast  to  roast. 


sensation,  ... 

“.Mbuquerque.”  This  he  told  me  in 
greatest  confidence,  but  I  was  to  write 
the  story  for  our  paper,  an  evening 
publication.  . 

The  story  came  out,  and  it  was  a 
"Imock-out”  as  a  publicity  stunt  for  the  not 
'show.  That  night  I  had  a  ringside  seat,  V 
l^udiwas  close  by  the  exciting  perform-  "re 
We.  The  desperate  chances  taken  by  the.  ried  this  story  a  day  later;  them  the 

[ritlers  in  saddling  and  riding  the  bucking  ‘'Tenderfoot  Reporter  Fooled  “Howev 

ftronco  thrilled  me.  Of  course  Albuquer-  By  Old  C.\r.'_^  ^  guileless  r 

iyie,  the  new'  bad  horse,  was  a  star  per-  Buffalo  Bill  Gives  “Scoops"  Wild  \arn  Well,  a! 
former.  About  an  Outlaw  to  be  Called  were  a  U 

!  After  many  attempts,  the  cowboy  of  .Albuquerque — And  he  Falls  ^how  mor 

r*onderful  nerve  finally  kept  his  seat.  .And  here  *vas  the  story  that  my  rival  Barnum, 
TV  wild  outlaw  gave  a  fine  exhibition  of  reporter  pulled  on  me;  p;-ople  lik 

jficious  jumping  and  bucking  and  threw  “The  splendid  grey,  which  was  rep<irtcd  ^njoyed  I 
V  daredevil  rider  over  his  head.  He  to  be  a  wild,  vicious  beast  fresh  fn.m  genuine,  \ 
•US  on  his  feet  in  a  moment  and  was  the  plains,  was  a  well  trained  hucker  thrill; 


12 


Editor  &  Publisher  for  November  21,  1925 


y- 


f  '  ■  'Si 


A.N.A.E.  SURVEY  SHOWS  BIG  WASTES  when  it  is  promised  and  employ  men  who  service  ranked  second  in  value  to  tij 
*T1U  A  KlfMCIKT/^  01?t>Anoi?0  are  capable  o£  providing  it.  The  most  advertisers  and  it,  also,  is  of  tremendo, 

11^  y  It,  common  com^aints  against  newspaper  value  to  the  newspaper.  The  adverj 

merchandising  service  are  that  it  is  much  ing  salesman  who  can  discuss  the  adv*- 

Don  Bridge,  Indianapolis  News,  Calls  for  Conservation,  When  S, 

•  j  .  *.•  •  •v'liA'j’  tulnllment  and  that  important  activities  gent  manner  has  an  obvious  advantaet 

Advertisers  Replying  to  Questionnaire  Tell  Aid  are  placed  in  the  hands  of  office  boys  and  tremendous  proportions.  In  this  form 

They  Want  other  inexperienced  persons.  The  survey  service,  accuracy  is  the  prime  requi. 

showed  plainly  that  advertisers  and  agency  An  erroneous  report  not  only  i$ 

-■^c-eTTiTc  f  j.jL/-  ....  nien  have  the  newspapers  ‘spotted’  and  than  useless  to  the  advertiser  but  reacts  • 

O^ESULTS  of  a  survey  conducted  by  five  complete  answers  received  to  the  jj^ey  know  where  honest  and  efficient  ser-  the  disadvantage  of  the  newspaper, 
the  Association  of  Newspaper  Ad-  questioMaire.  ...  ..  vice  is  available  and  where  the  service  “3.  The  ranking  of  lists  of  rets'. 


Don  Bridge,  Indianapolis  News,  Calls  for  Conservation,  When 
Advertisers  Replying  to  Questionnaire  Tell  Aid 
They  Want 


vice  is  available  and  where  the  service  “3.  The  ranking  of  lists  of  retail 


vertising  Executives  among  buyers  of  .  Frankly  admit  that  all  merchan-  becomes  largely  imaginary  after  the  ac-  and  wholesalers  in  third  place  is 


national  advertis-  dising  service  is  included  in  the  adver-  count  has  been  secured.”  prising  as  these  routings  enable  salest^ 

ing  to  determine  in  one  form  or  another.  Bridge  discussed  the  charts  in  de-  to  coverall  available  outlets  in  the  sh- 

just  how  .  tnuch  Nearly  every  advertiser  and  agency  man  tajj  taking  up  each  of  the  21  different  est  period  of  time.  A  good  route' 

and  what  aid  they  pointed  out  the  fact  that  the  cost  must  types  of  merchandising  services.  His  creates  good  will  for  a  newspaper  whil= 

wanted  from  necessanly  be  a  part  of  the  newspaper  s  comments  on  the  six  considered  the  best  poor  list  reacts  to  the  disadvantage  of 

newspapers  overhead.  ...  by  advertisers  follow.  newspaper.  The  compilation  of  ro; 

in  merchandising  2.  Since  the  cost  of  all  service  is  in  “General  market  statistics,”  he  began,  lists  by  the  newspapers  is  ci  mom;-,' 

and  selling  their  the  rate,  confine  activities  to  those  func-  “^hich  ranked  first  in  value  to  the  ad-  sound,  even  though  the  cost  is  includtd 

goods  were  made  tions  that  the  newspaper  can  perform  vertiser,  are  also  of  tremendous  value  to  the  rate,  because  hundreds  of  advert!-- 

public  this  week  cheaper  or  more  efficiently  th^  the  ad-  newspaper  from  the  standpoint  of  are  able  to  use  the  routing, 
by  Don  Bridge,  yertiser  can  do  them  for  himself.  Elim-  constructive  salesmanship.  -  These  gener-  “4  Strictly  speaking  the  sale  of - 
MvanapolisNcws  mate  as  economically  unsound,  all  func-  ^1  statistics  in  regard  to  characteristics  vertising  to  nati^tl  new^ap^r  acr  " 
and  A.  N.  A  E.  ^  handle  to  population,  wllth,  home  ownership,  "s  noTI  SerchS  ing  se^Xe  4 'it 

secretary  addres-  better  advantage  for  himself.  home  equipment,  number  of  dealers,  etc.,  classed  as  such  by  many  advertire-' 

,ing  the  Washing-  3.  Do  not  permit  merchandising  sery-  ^^e  really  as  essential  to  the  newspaper  This  form  of  service  which  brines  sr- 

ton  convention  of  ice  to  be  the  prmci^l  sales  argument  in  35  ^  531^5  argument  as  they  are  to  the  ad-  additional  advertising  revenue  to  the  n-7 
the  Association  of  soliciting  national  business.  Any  experi-  vertiser.  papers,  pays  for  itself.  “  ™ "  * 

J  V  knows  “1.  In  discussing  this  form  of  service.  “5.  The  publication  of  a  trade  it  . 


a™.  Advertisers.  c..ccu  uuye.  o.  auverusms  space  Knows  -i.  In  discussing  this  form  of  Service.  “5.  The  publication  of  a  trade  P.  J 

Through  questionnaires  answered  by  that  a  salesman  who  tos  as  sales  argu-  the  degree  of  accuracy  was  by  all  odds,  to  be  circulated  among  retailers  s 


ton  convention  of  ice  to  be  the  principal  sales  argument  in 
the  Association  of  soliciting  national  business.  Any  experi¬ 
enced  buyer  of  advertising  space  knows 


ICC  U-  C  rr  V  ^  tne  degree  01  accuracy  was  by  all  odds,  to  be  circulated  among  retailers  1- 

165  big  buyers  of  space,  both  advertisers  ments  circulation  character,  prestige,  the  most  important  factor.  Such  figures  wholesalers'  ranked  fifth  in  imw  taT 
and  agencies,  types  of  services  they  con-  reader  influence  and  confidence,  dealer  in-  3re  very  valuable  to  the  advertiser  if  This  form  of  service  has  become  re 


sidered  proper  newspaper  functions  were  fluence,  advertising  censorship,  advertising  they  are  accurate  but  they  are  worse  than  tively  more  important  during  the  mst'l 
classified  according  to  advertiser  pref-  linage  and  other  fundamentals  will  not  useless,  if  inaccurate.  years  as  indicted  bv  the  fact  t^ 

Av'AM/'A  r%nA  /nivriHckri  mfrk  iVit'ckA  crt*<-kisrkc  tri  moIrA  mArAnanniCintr  cArviAA  iVtA  Ko/»LrKr\nA  ..  LiMl 


erei.ee  and  divided  into  three  groups  in  make  merchandising  service  the  backbone  ^2.  Specific  market  surveys  refer  to  trade  papers  ranked  much  farther  dc 


H'ff  1  1  f  "  -lesman  talks  the  compilation  of  daU  by  thrnews^p;;  lisrS  Ve  tTme  rsomewhaT.;' 

Twenty-one  different  ty^s  of  s^yices  service  as  a  primary  argument  he  is  concerning  the  relative  position  in  the  survey  was  made  by  the  indianape 
were  arranged  thus  in  chart  form  Of  the  merely  notifying  the  buyer  that  his  paper  „3cket  of  various  competitive  brands  and  News  in  1921.  ThealLst  universal^: 
‘."r  “  “SiS  :  o.h.r  ,iriorma,i™  ot  a  _na.«r.  ,^1™  men,  of  m,d  ageneje, 


Mr  cent  of  the  space  buyers  questioned  that  determine  advertising  results, 
iavored  only  six.  “4.  Franklv  tell  the  advertiser  ( 


Javored  only  six.  “4.  Frankly  tell  the  advertiser  or  the 

This  fact,  Mr.  Bridge  pointed  out,  agency  man  what  you  will  or  will  not  do. 
-proved  that  “extensive  merchandising  The  average  buyer  of  space  is  satisfied 
service”  by  newspapers  is  economically  if  he  is  getting  reasonable  service  and  if 

unsound.  it  is  all  of  the  service  that  is  available 

“Replies  to  the  questionnaires,”  he  to  any  other  advertiser  under  similar  cir- 
said,  “indicate  an  astounding  waste  in  cumstances.  A  definite^,  but  courteous, 
■expenditures  by  some  newspapers  for  ser-  refusal  usually  is  acceptable  but  an  in- 

^ice  that  is  of  negligible  value  to  the  definite  refusal  opens  the  way  for  bar- 

advertisers.  The  survey  proved  defin-  gaining. 

itely  there  is  a  vast  difference  between  “S.  Do  not  give  service  to  the  new  ad- 
■the  degree  of  service  requested  and  the  vertiser  that  is  not  available  to  the  old 
service  that  is  expected  or  actually  de-  customer.  Do  not  permit  any  advertiser 


only  to  a  specific  marketing  field.  This 


(Continued  on  page  37) 


Jacksonville 


to  he  justified  in  calling  merchandising 


The  chart  appears  in  a  box  on  this  service  ‘taxation  without  representation’ 


as  one  prominent  national  advertiser  de- 


“Thc  conclusions  from  the  figures  given  scribed  it.  Nehher  should  service  be 
tm  the  chart  are  obvious,”  Mr.  Bridge  given  to  the  advertiser  who  is  hard  to 


The  Growth 
of  Business 


said,  “but  I  am  going  to  risk  the  pro-  sell  if  the  same  service  is  not  available 
Dosal  to  newspapers  of  several  definite  to  the  regular  advertiser  upon  whose  ac- 


posal  to  newspapers  of  several  definite  to  the  regular  advertiser  upon  whose  ac- 
recommendations,  as  based  upon  a  de-  count  the  sales  cost  is  already  very  low. 


tailed  study  of  the  one  hundred  and  sixty-  “6.  Give  honest  and  efficient  service 


SERVICES  SPACE  BUYERS 

WANT 

i^HARTS  obtained  by  the  A.N'A.E.  survey,  and  made  public  for  the  first 
time,  follow ; 

Group  A 

(Considered  Proper  by  50  Per  Cent  or  More) 

Ranked 

Willing  ’ 

Type  of  Service  Approved 

1st  or  2nd 

to  pay 

% 

% 

% 

General  Market  Statistics  . 

.82 

44 

50 

Special  Market  Surveys  . 

.73 

48 

50 

Trade  Route  Lists  . 

.71 

32 

49 

Selling  Dealer  Tie-Ups  . 

.64 

24 

42 

Publishing  Dealer  Paper  . 

.53 

7 

29 

Letters  of  Introduction  to  Trade  . 

.50 

8 

22 

Group  B 

(Considered  Proper  by  Less  than 

50  Per  Cent) 

Introducing  Salesmen  to  a  Few  Key  Dealers. . . 

.48 

13 

20 

Arranging  for  Window  Displays  . 

.40 

12 

17 

Providing  Advertising  Portfolios  . 

Letters  at  Advertiser’s  Expense  . 

.33 

5 

12 

.33 

5 

Preceding  Salesmen  to  Merchandise  Advertising.. 25 

10 

i4 

Broadsides  at  .\dvertiser’s  Expense  . 

.24 

5 

Letters  at  50-50  Expense  . 

.18 

1 

Group  C 

(Considered  Proper  by  Less  than 

15  Per  Cent) 

Installing  Window  Displays  . 

.13 

4 

6 

Broadsides  at  50-50  Expense  . ; . 

.11 

1 

Introducing  Salesmen  Generally  . 

.10 

1 

3 

Broadsides  at  Newspaper’s  Expense  . 

.  6 

1 

i 

Managing  Sales  Crews  . 

.  3 

1 

Selling  Merchandise  . 

.  2 

1 

1 

Read  it  in  the  hundreds  of  homes 
springing  up -  .  .  . 

In  the  erection  of  office  build¬ 
ings  .  .  . 


And  clearest — in  the  daily  calls 
for  help  wanted  .  .  . 


Largest  state  and  city  circulation 
— all  news  stands. 


THE  FLORIDA  TIMES-UNION 


DAILY  -  -  55,000 
SUNDAY  -  70,000 


Read  of  Florida's  weekly  development  in 
our  Weekly  bulletin.  Copy  upon  request.  • 


National  Representatives — BENJAMIN  &  KENTNOR  CO 


New  York,  Chicago,  Lot  Angelet,  San  Francitoo, 


I 


Editor  &  Publisher  for  November  21,  19  2  5 


Broadcasting 
Radio  Leadership 

The  Detroit  News 

From  the  beginning,  in  August,  1920,  when  WWJ,  The  Detroit  News’ 
radio  station,  was  the  only  newspaper  broadcasting  station  in  America, 

The  News  was  regarded  by  radio  enthusiasts  as  their  particular  organ.  It 
was  natural,  then,  that  it  should  take  the  lead  in  radio  advertising. 

Today,  with  the  situation  fast  approaching  the  time  when  there  will  be 
a  radio  set  in  almost  every  home.  The  News  is  more  than  ever  the  radio 
^  medium  of  Detroit.  During  the  first  10  months  of  1925  The  News  published 

384,692  Lines 

i  of  Radio  Advertising 

I  practically  three  times  as  much  as  the  nearest  paper.  This  achievement  in 

I  the  radio  field,  while  significant  of  the  advertising  power  of  The  News,  is 

'  only  one  factor  that  contributes  to  the  leadership  of  The  News  in  total 

i  advertising.  The  News  also  shows  equal  dominance  in  practically  every 

^  selling  classification. 

The  Detroit  News 

Greatest  Circulation,  Week  Day  or  Sunday,  in  Michigan 


FIVE  CLERGYMEN  TO  EDIT  “TOLERANCE  EDITION 
OF  MINNEAPOLIS  STAR  IN  UNIQUE  TEST  . 


fPv  Telef’rat'h  to  Editor  &  Purlisher) 


which  fathered  the  movement  met  to » 
up  their  work  regret  was  expressed 
all  that  they  would  no  longer  be  abt 
meet  at  luncheon  twice  a  week  as  t 
had  been  doing  and  to  enjoy  the 
friendships  they  had  formed  there. 

“A  permanent  Tolerance  Club  was  ft 
posed.  Action  was  deferred,  hov.^ 
until  after  the  vacation  periinl  with 
result  that  the  project  will  be  off„1 
launched  next  Tue^ay  night.  1 

“After  asking  clergymen  of  va.-.: 
faiths  to  point  out  to  individuals  how  t!' 
should  conduct  themselves  in  order 
deal  fairly  with  their  fellowmen,  it  t 
only  natural  that  I  should  concern  ; 
idea  of  asking  these  same  ministers 
demonstrate  how  a  newspaper  should 
edited  with  proper  regard  for  the  feel: 
and  the  rights  of  all  classes  and  ct- 
tions  of  men. 

“They  have  accepted  the  invitations 
the  widespread  interest  manifested  in 
edition  has  convinced  me  it  not  only ; 
be  a  fine  thing  for  the  Star  but  a 
thing  for  the  community.” 


Haynes  Joins  Type  Founders 

Merritt  W.  Haynes,  formerly  ed:: 
tional  director  of  the  United  Typui  - 
of  America,  has  joined  the  Education! 
partment  of  the  American  Type  Four  ' 
Company,  Jersey  City,  N.  J.  Mr.  Hay 
will  devote  his  time  to  educational  r 
search  applied  to  instruction  in  printing. 


From  left  to  right— W.  C.  Robertson,  editor  of  the  Star;  Dr.  G.  K.  Stark.  Emanuel  Lutheran  Church;  Dr.  H.  P.  Dewey, 
Plymouth  Congregational;  Father  James  W.  Reardon,  Procathedral;  and  Rabbi  C.  David  Matt. 


All  Advertising  Records 
Passed  On  October  6th,  1925 

34,106,030 

Lines  of  Paid  Advertising 
Published  by 

The  Miami  Herald 

During  First  10  Months  of  1925 


Stark,  Lutheran,  and  Rabbi  C.  David 
Matt  and  Rev.  Roy  L.  Smith,  Methodist. 

The  latter,  who  in  his  younger  days  was 
a  chalk  talk  artist  on  the  Chautauqua 
circuit,  will  act  as  cartoonist. 

Dr.  Dewey  will  represent  the  Minnea- 
polis  Council  of  Churches  which  includes 
all  Protestant  dominations  except  the 
Lutherans.  The  pastor-editors  will  lay 
down  the  policy  of  the  Star  and  pass  upon 
every  piece  of  copy  for  its  news  and 
editorial  columns. 

Each  editor  will  furnish  a  signed  edi- 
torial  touching  upon  the  virtue  of  toler- 
ance  from  cither  the  religious,  racial, 

social,  or  political  angle,  and  an  effort - 

will  be  made  to  issue  a  model  newspaper  Dp 
from  the  standpoint  of  fairness  to  all 
classes  and  groups  which  make  up  our 
own  citizenship  and  that  of  other  coun-  sentative 
^  was  expr 

Dr.  Smith’s  cartoon  will  show  the  Spirit  the  plan. 

of  Tolerance  closing  Pandora’s  Box  and  . 

imprisoning  again  the  evils  of  the  world 
which  intolerance  permitted  to  escape. 

Letters  of  commendation  from  Arch¬ 
bishops,  Bishops,  and  other  prominent 
clergymen  and  statements  on  the  value 
of  tolerance  from  prominent  laymen, 
among  them  Charles  Evans  Hughes,  will 
have  a  prominent  place  in  the  news 
columns. 

The  streamer  headline  will  be  placed 
on  a  news  story  announcing  a  dinner  to 
which  men  representing  various  conflict¬ 
ing  opinions  have  been  invited  for  the 
purpose  of  forming  a  permanent  Toler¬ 
ance  Oub  whose  mission  it  will  h"  to 
liold  monthly  meetings  for  the  purpose  of 
promoting  respect  for  the  sincerity  of 
others  who  do  not  think  as  we  do. 

The  idea  of  a  permanent  Tolerance 
Club  was  the  outgrowth  of  Goodwill 
Week  which  was  celebrated  in  Minnea¬ 
polis  last  may  as  the  result  of  an  editorial 
in  the  Daily  Star.  Goodwill  Week  was 
proclaimed  officially  by  Mayor  Leach. 

Tolerance  was  preached  from  every  pulpit 
in  the  city.  Each  night  of  the  week 


ON  October  6th,  1925,  The  Miami  Herald 
passed  the  world  record  held  by  The 
Detroit  News,  by  publishing  30,617,741 
lines  of  paid  advertising  as  compared  with 
the  News’  record  of  30,604,518  lines  es¬ 
tablished  in  1924. 

This  new  high  record  in  advertising 
lineage  indicates  that  The  Miami  Herald 
is  the  preferred  newspaper  of  both  local 
and  national  advertisers  in  the  Miami  field 
— now  one  of  America’s  richest  markets  for 
the  national  advertiser. 


For  The  Six  Months 
Ending  Sept.  30,  1925 


the  average  net  paid  daily  circu¬ 
lation  of  The  Baltimore  Sun 
(morning  and  evening  issues)  was 


The  average  net  paid  per  Simday 
circulation  of  THE  SUNDAY 
SUN  for  that  period  was  183,814 
— a  gain  of  1,783. 

Everything  in  Baltimore 
Revolves  Around 


The  Miami  Herald 


'Floridans  Most  Important  Newspaper^' 

FRANK  B.  SHUTTS,  Publisher 


Morning,  Evening,  Sunday 


1/ 


Editor  &  Publisher  for  November  21,  19  2  5 


15 


1 


How  Gimbel  Brothers  Concentrate 
Their  New  York  Store  Advertising 


GIMBEL  BROTHERS 

Incorporated 

NET  SALES 

MONTH  OF  OCTOBER,  1925 

$13,300,000 

A  Net  Gain  in  Sales  Over 
the  previous  October  of 

$1,900,000 

Public  recognition  of  the  better  values  and 
greater  savings  produced  by  this  organization 
with  a  purchasing  power  larger  than  any 
other  department  store  group  in  America. 


The  above  is  an  extract  from  an  announcement 
published  in  the  Evening  Journal  and  other  New 
York,  Philadelphia  and  Milwaukee  newspapers  on 
Friday,  November  6,  1925,  by  Gimbel  Brothers,  Inc. 
A  reprint  of  the  entire  ad  zvill  be  mailed  on  request. 


IN  THE 

NEW  YORK 
EVENING  JOURNAL 

Nothing  can  show  more  clear¬ 
ly  the  selling  power  of  the  New 
York  Evening  Journal  than  the 
proven  experience  of  firms  that 
use  it. 

Gimbel  Brothers,  Inc.,  America’s 
largest  department  store  organi¬ 
zation,  have  used  the  Evening 
Journal  consistently  and  domi¬ 
nantly  for  15  years  since  the 
opening  of  their  New  York  store 
in  1910. 


During  the  record-breaking  sales  month  of  October,  1925,  Gimbel  Brothers, 

New  York,  concentrated  more  than  half  of  their  advertising  investment 
among  New  York  evening  papers  in  the  New  York  Evening  Journal.  The 
Evening  Journal  received  more  money  than  all  the  other  evening  papers  com¬ 
bined!  More  money  than  all  the  New  York  morning  papers  combined! 

More  money  than  all  the  New  York  Sunday  papers  combined! 

During  the  year  of  1924  Gimbel  Brothers  also  spent  more  money  in  the 
Evening  Journal  than  in  all  the  other  New  York  evening  papers  combined. 

Gimbel  Brothers’  outstanding  record  of  growth  in  sales  volume,  based  on  the 
manner  in  which  they  have  invested  their  advertising  dollars,  has  been  closely 
linked  with  the  largest  and  most  responsive  evening  circulation  in  America. 

Two  million  men,  women  and  children  in  over  six  hundred  thousand  homes  of  Metro¬ 
politan  New^  York  read  the  Evening  Journal  every  day.  They  look  upon  this  modern  family 
newspaper  as  New  York’s  greatest  buying  and  selling  medium.  It  is  the  strongest  sales  factor 
any  New'  York  merchant  or  manufacturer  can  employ  in  America’s  largest  market. 


America's  largest  evening  newspaper  circulation — and  at  3c  a  copy 


DOUBLE  THE  CIRCULATION  OF  ANY  OTHER  NEW  YORK  EVENING  PAPER 


16 


Editor  &  Publisher  for  November  21,  1925 


OF  DAILIES  APPROVED 

Government  Officials  Applaud  News¬ 
paper  Campaigns  to  Teach  Public 
Use  of  Bituminous  Coal  as 
Anthracite  Substitute 


BURN-SOFT-COAL  WORK  on  utilizing  new  material  and  forces  to  zines,  and  closer  co-operation  between 

replace  the  wastefulness  of  old-time  meth-  radio  editors  and  writers  toward  better- 
ods  of  producing  heat.”  ing  and  developing  the  broad  and  grow- 

The  Washington  Herald  a  year  ago  ing  news  and  editorial  field  we  are  en- 
instituted  a  bituminous-burning  educa-  gaged  in.  VVe  have  banned  press  agents 
tional  campaign.  The  interest  of  the  pub-  for  obvious  reasons.  Any  bona  fide 
lie,  gradually  centered  by  Eastern  news-  radio  editor  or  writer  is,  however,  cor- 
papers  upon  the  possibilities  of  soft  coal '  dially  invited  to  join  our  association.”  _ 
as  a  practical  substitute  for  hard  coal,  Harry  La  Mertha,  of  the  St.  Louis 
had  became  widespread  already  before  Glob^-Democrat,  is  president;  ^tephen 
the  present  anthracite  strike  began.  Since  L-  Coles,  Nezv  York  Herald  Tribune, 
Washington,  Nov.  18. — Reports  reach-  the  strike  now  threatens  to  drag  along,  vice-president ;  Thomas  Stevenson, 
ing  Washington  this  week  would  seem  and  render  hard  coal  scarcer  and  more  Washington,  D.  C,  secretary;  and  Stuart 
to  indicate  a  rapidly  growing  popular  re-  costly,  government  officials  stated  to  C.  Mahanay,  Country  Gentleman,  Phila- 
sponse  to  the  ‘‘Burn  Bituminous”  educa-  Editor  &  Publisher  that  the  use  of  soft  delphia,  treasurer. 

tional  campaign  being  conducted  by  cer-  coal  is  becoming  increasingly  general,  and  Board  of  Directors  is  composed 

tain  leading  newspapers  in  the  Easi.  they  welcome  the  effort  of  big  newspapers  of  the  following: 

To  save  their  readers  from  the  threat-  in  directing  the  attention  of  the  public  _  Locke,  WBAP,  Fort  Worth 

ened  fuel  “pinch”  of  the  anthracite  strike  to  anthracite  substitutes.  C.  M.  Lamm, 

these  newspapers  are  engaged  in  teach- 


Pennsylvania  Group  Meets 

Members  of  the  sixth  district,  Pennsyt 
vania  Newspaper  Publishers’  Association 
met  recently  at  Franklin,  Pa.,  with  21 
publishers  in  attendance.  Speakers  in- 
eluded  John  L.  Stewart,  Washingtat 
(Pa.)  Observer  &  Reporter,  president  of 
the  Association,  and  Albert  Fell,  Ass> 
ciation  manager.  George  A.  Fahey, 
manager  of  the  Franklin  News-Hcrall 
chairman  of  the  sixth  district,  presi^ 


Cincinnati  Market  Paper  Sold 

Walter  Gabennesch,  publisher  for  the 
past  15  years  of  the  Daily  Bulletin,  of- 
ficial  organ  of  the  Cincinnati  Grain  ft 

. . . . . .  .  -  L.  M.  Lamm,  Radio  Hay  Exchange  and  the  Cincinnati  Prod- 

_  .  .  „  Endorsement  of  the  Washington  Star’s  Washington,  D.C.;  Stephen  L.  uce  Exchange,  sold  his  interest  Nov.  10 

ing  householders  how  easily  soft  coal  may  Bituminous  campaign  was  given  by  the  ^oles.  New  York  Herald  Tribune;  to  George  Mossbacker  and  William  A. 

be  substituted  for  hard  coal  in  the  family  Washington  Chamber  of  Commerce  by  Jhonjas  Stevenson,  Stevenson  Radio  ti-  .i...  c - - • - 

furnace.  the  passage  Thursday  of  the  following  S^dicate,  Washington,  D.  C.;  Charles 

At  Newark  the  Evening  News  is  con-  resolution ;  H.  Van  Housen,  radio  editor,  Phtladel- 

ducting  a  bituminous  “drive”  in  coopera-  ‘Be  it  resolved,  that  the  Washington  Public  L^ger;  Stuart  C.  Mahanay, 
tion  with  the  city  government.  Chamber  of  Commerce  heartily  approves  Country  Gentleman,  Phila- 

The  Washington  Star,  with  the  co-  of  the  attitude  of  President  Coolidge  in  _  ®  ^  M^tha  and  Robert 


Paulus,  former  employees.  The  name  of 
the  paper  has  been  changed  by  the  pur¬ 
chasers  to  the  Cincinnati  Market  Rt. 
porter.  Mr.  and  Mrs.  Gabennesch  hart 
gone  to  Florida  to  reside. 


operation  of  the  local  (loal  Merchants  respect  to  non-intervention  by  the  federal 
Board  of  Trade,  is  devoting  much  space  government  in  the  present  industrial  dis- 
daily  to  instructing  its  readers  on  how  to  pute  in  the  anthracite  fields  to  the  end 
burn  soft  coal  and  coke.  It  is  printing  that  the  differences  may  be  settled  within 

rules  for  preparation  of  equipment  for  the  industry  and  thus  give  promise  of 

any  kind  of  coal ;  management  of  the  remaining  settleil ;  and  endorses  the  co¬ 
furnace  for  bituminous  coal ;  and  for  burn-  operative  work  of  the  Evening  Star  of 

ing  coke  with  small-size  anthracite.  The  Washington  and  Washington  Coal  Mer- 
rules  were  prepared  by  Prof.  L.  P.  chants  Board  of  Trade  relating  to  a 
Breckenbridge  after  an  extensive  study  practical  educational  program  through 
and  research,  both  at  Yale  and  Illinois  public  demonstration  of  the  burning  of 
universities,  pertaining  to  the  economical  bituminous  coal  in  various  types  of  stoves 
burning  of  different  fuels  in  house-heat-  and  heaters.” 
ing  boilers.  - 

“hlvidences  are  increasing  everywhere  PRESS  AGENTS  BARRED 

to  show  that  the  war  on  the  hard  coal  »  rxir-\  nmv'r-i-no 

industry,  until  it  decides  to  settle  its  labor  BY  RADIO  WRITERS 

disputes  for  good  and  bring  the  price  of  - 

anthracite  down  to  reachable  figures,  is  New  Association  Formed  in  Washing¬ 
sweeping  the  whole  East,”  The  Washing¬ 
ton  Star  stated  Monday.  It  was  pointed 
out  that  since  the  Newark  News  launched 
its  bituminous  campaign  demands  for  de¬ 
monstrations  of  soft  coal  burning  being 
conducted  by  that  newspaper  are  pouring 
in  from  all  sections  of  New  Jersey. 

Three  demontration  stations  were  open¬ 
ed  at  Washington  Tuesday  under  the 
auspices  of  the  Star.  Expert  engineers 
were  engaged  to  teach  Washington  house¬ 
holders  “how  easily  bituminous  coal  can 
be  made  to  do  the  same  work  as  hard 
coal,  with  no  more  dirt  and  much  less 
expense." 


D.  Heinl,  Washington,  D.  C. 

G.  V.  Wilcox,  “Radio  Scope,”  Wash¬ 
ington,  D.  C. ;  Carl  H.  Butman,  Wash¬ 
ington  Radio  News  Service,  Washington, 
D.  C. ;  .Adams  Colhoun,  radio  editor, 
Dallas  News;  F.  M.  Rendelman,  radio 
editor,  Houston  Post-Dispatch;  W.  R. 
Hedges,  radio  editor,  Chicago  Daily 
News;  and  Lamdon  I^y,  Atlanta  Jour¬ 
nal. 

Paul  J.  Croghan,  a  veteran  newspaper 
man,  in  charge  of  the  pressroom  at  the 
L^nited  States  Department  of  Commerce, 
was  elected  sergeant-at-arms,  and  A.  J. 
O’Leary,  of  Mr.  Croghan’s  staff,  assist¬ 
ant  sergeant-at-arms. 


ton  Last  Week  to  Accept  Only 
Legitimate  News  Men 
As  Members 


Press  agents  are  stricljy  barred  from 
the  ranks  of  the  newly  organized  Na¬ 
tional  Association  of  Radio  Writers. 
Membership  is  to  be  confined  exclusively 
to  bona  fide  radio  editors  and  writers. 

This  has  been  agreed  upon  by  those 
responsible  for  the  formation  of  the  as¬ 
sociation  upon  the  conclusion  of  the 
Fourth  .Annual  Radio  Conference  held 
in  Washington  last  week  under  the  aus- 
“So  popular  has  become  the  campaign  pices  of  the  United  States  Department 
to  teach  the  use  of  soft  coal  that  many  of  Commerce. 

appeals  have  reached  the  Star  from  Mary-  Lamdon  Kay,  of  the  Atlanta  Journal, 
land  suburbs  to  assist  in  the  establishment  chairman  of  the  Committee  on  (jonstitu- 
of  similar  stations  within  easy  access  of  tion  and  By-laws,  was  instructed  to 
that  great  portion  of  Washington’s  real  have  the  constitution  and  by-laws  of  the 
population,”  the  Star  also  announced.  association  so  framed  as  to  exclude  press 
Editorially  the  Star  stated  on  Monday:  agents  from  its  membership. 

“Anthracite  miners  and  operators  are  “Our  association  is  dedicated  solely  to 
offering  every  possible  encouragement  to  the  dissemination  of  legitimate  radio 
experimental  scientists  who  are  supposed  news  and  information,”  Robert  D.  Heinl, 
to  be  on  the  lookout  for  the  fuel  of  the  formerly  of  the  Nnv  York  Sun,  who  is 
future.  Prosperity  prevails.  The  busi-  one  of  the  organizers  and  author  of  “Lis- 
ness  outlook  is  favorable.  The  public  has  tening  In  Upon  the  United  States,”  told 
money  to  burn,  but  the  privilege  of  trans-  Editor  &  Publisher.  “Our  association 
muting  coal  into  heat  is  arbitrarily  denied,  is  intended  to  promote  systematic  gath- 
It  is  the  psychological  moment  for  the  ering  and  distribution  of  radio  news  and 
man  in  the  laboratory  who  has  specialized  information  for  newspapers  and  maga- 

“VIGNETTES  OF  LIFE” 


Staff  Celebrates  Publisher’s  Anniversary 

George  Hampton  Evans,  publisher  of 
the  Chickasha  (Okla.)  Daily  Express, 
was  tendered  a  surprise  dinner  by  Mrs. 
Evans  and  the  staff  Nov.  3,  celebrating 
the  22nd  year  of  his  ownership  of  the 
Express.  A  special  edition  telling  the 
“inside  story”  of  the  growth  of  the  Ex¬ 
press  was  circulated  at  the  dinner. 


morning  g 
Sunday 
circulation 
wesf  of 
St  Louis 
Los  Angeles 

EXAMINER 


The  Super- Art  Feature 
By  FRANK  GODWIN 


VIGNETTES  OF  LIFE  -  lyFraikGoJtiH 


UP  TO  THE  MINUTE  THEMES 
in  7  or  8  Col.  Full-Page  Mats 
7  or  8  Col,  Half-Page  Mats 
Tabloid  Page  Mats 

For  Week-End  Release 


LEDGER  SYNDICATE 

INDEPENDENCE  SQUARE,  PHILA,  PA. 


INDIANAPQIIS 

IN  1923  and  again  in  1924,  The 
Indianapulis  News  printed  more 
paid  advertising  than  all  other 
Indianapolis  newspapers  combined 
(six  issues  a  week  against  thir¬ 
teen).  And  then,  breaking  records 
that  have  stood  since  1920,  The 
News  had  in  1925  the  largest 
October  in  its  history. 

By  invitation,  exclu?«ive  Indiana  rvprvKHntative,  Thu 
100.000  Group  of  Ainiricaii  Cities. 

STEWS 


New  York  Office 
Dan  A.  Carroll 
no  E.  42nd  St. 


Fra.wk  T  Carroix 

^.^dvertisin^Managerj 


Chicago  Office 
J.  E.  Lutz 
The  Tower  Bldg. 


Editor  &  Publisher  for  November  21,  1925 


17 


NEW  KELLY-SMITH  BRANCHES 


became  manager  of  the  Plan  and  Rin 
Department  wkh  full  charge  of  si»(» 


CANADIAN  NEWSPRINT  PRODUCTION 
SURPASSES  U.  S.  IN  OCTOBER 


UNITED  STATES  MILLS 
Production 

, - - -N  Shipments, 

Average  Tons  Actual  Tens  Tons 

•Per  Day  Per  Month  Per  Month 

.  5,588  126,744  125,000 

.  5,553  121,113  119,140 

.  5,553  120,902  119,752 

.  5,553  121,019  127,40'» 

.  5,553  135,225  142,204 

.  5,577  1,258,723  1,258,515 

.  5,228  1,231,253  1,226,253 

.  1,246,990  1,242,165 

.  1,200,301  1,204,490 

.  1,012,754  1,014,502 

.  1,264,118  1,256,891 

CANADIAN  MILLS 

.  5,169  124,407  123,918 

.  5,252  121,664  122,305 

.  5,252  120.656  120,272 

.  5,252  124,704  124,689 

.  5,252  137,506  139,982 

.  5,179  1,250,974  1.250,748 

.  4,755  1,128,949  1,120,403 

.  1,058,463  1,044,907 

.  892,100  891,284 

.  655.590  651,186 

. . .  732,653  729,312 

UNITED  STATES  ,VND  CANADIAN  MILLS 

.  10.756  251,151  248,917 

.  10.805  242,777  241,454 

.  10,805  241,558  240,024 

.  10.805  245,723  252,098 

.  10,805  272,731  282,186 

.  10,756  2,509,697  2,509,263 

.  9,983  2,360,202  2,346,656 

.  2,305,453  2,287,072 

.  2.092,401  2,095,774 

.  1,668,344  1,665,688 

.  1,996.771  1,986,203 


Mill 

.Stocks 

ll,86.t 

34,079 

35,077 

27.326 

20.446 

20.446 

28,229 

21,911 

19.745 

2.1.015 

22,596 


-First  half 

July  . 

August  .  .  .  . 
.September 

October  _ 

Ten  Months 
-Ten  Months 
-Ten  Months 
-Ten  Months 
-Ten  Months 
-Ten  Months 


1925  First  Half 

July  . 

August  _ 

September 
October  . . . 
Ten  Months 
1924 — Ten  Months 
1923 — ^Ten  Months 
1922— Ten  Months 
1921 — Ten  Months 
192C — Ten  Months 


NEW  CHINESE  PAPER 


China  Monitor,  Semi-Monthly  Paper, 
Launched  in  New  York  ] 

Ernest  K.  Moy,  American  correspond¬ 
ent  of  the  Peking  Daily  News,  has  pub¬ 
lished  a  new  Chinese  newspaper,  the 
China  Monitor,  a  semi-monthly,  with 
headquarters  at  12  East  47th  street,  Xe* 
York  City,  presenting  Chinese  and  gen¬ 
eral  news,  with  pictures,  in  tabloid 
form. 

He  claims  that  it  is  the  first  attempt 


Fred  D.  St.shl 


J.  W.  CUUUINGS 

Smith  Company,  in  tl 
offices,  for  more  than 
Cummings  is  a  native  of  Fall  River, 

Mass.,  attended  Harvard  University  for 
two  years,  leaving  in  1917  to  enter  the 

.\rmy.  In  war  service  he  was  a  first  _  _ ^ .  _ 

lieutenant  with  the  First  Division,  at  the  ards  of  journalism  to  a  newspaper  in 
front.  the  Chinese  language;  and  the  chief  aim 

The  new  Philadelphia  office  will  be  of  the  paper  is  the  promotion  of  the  in- 

managed  by  Fred  D.  Stahl,  formerly  of  terests  of  Chinese  merchants  in  Amer- 

the  Richard  A.  Foley  .Advertising  .Agency  ica  by  publishing  facts  and  information 
of  Philadelphia.  Mr.  Stahl  graduated  pertaining  to  the  conduct  and  protection 
from  the  I'niversity  of  Pennsylvania  in  of  their  businesses. 

1915  and  began  advertising  work  with  The  tabloid  is  photo-engraved  from 
the  Foley  agency  shortly  afterward.  His  written  Chinese  characters,  and  is  no* 
first  eight  months  were  devoted  to  a  being  printed  at  the  rate  of  7,000  i 

general  study  of  advertising  media.  He  month,  3,500  each  issue.  The  first  iss* 
became  a  space  buyer  in  1917,  but  en-  of  5,500  copies  appeared  Oct.  1. 
listed  in  the  Marine  Corps  and  served  Pending  the  arrival  of  type  from 
until  Jan.  31,  1919.  China  the  paper  is  being  written  by 

Returning  to  the  Richard  A.  Foley  hand  by  T.  M.  Huang,  the  managing 
-Advertising  .Agency  in  F'ebruary  1919  he  editor. 


1925— First  Half  . 

July  . 

August  . . . 
September  . 
October  . . . , 
Ten  Months 
192-1 — Ten  Months 
192.5 — Ten  Months 
1922 — Ten  Months 
1921 — Ten  Months 
192'1 — Ten  Months 


*  Represents  a%-erage  daily  production  during  be.st  three  months  of  previous  years,  with 
allowances  for  changes  in  machines. 


to  2,592,051  tons.  The  newsprint  mills  Miss  Scripps  Aids  Cleveland  School 
also  made  1,919  tons  of  hanging  paper,  ^135  Ellen  B.  Scripps,  one  of  the 
462  tons  of  which  were  made  m  Canada  owners  of  the  Cleveland  Press,  has  given 
Stocks  of  newsprint  paper  at  Lnited  $25,(XX)  as  the  initial  endowment  of 
States  mills  totaled  w0,44o  tons  at  the  Cleveland  college.  She  is  90  years  old. 
end  of  October  and  at  Canadian  mills  Miss  Scripps  is  a  sister  of  E.  \V.  Scripps 
20.328  tons,  making  a  combined  total  of  ^vas  employed  as  a  proof  reader  in  a 
40,774  tons  which  was  eiiuivalent  to  3.7  newspaper  office  until  she  was  45  years 
days  average  production.  During  Oc-  old.  Her  contribution  enables  night 
tober  the  United  States  mills  operated  at  school  students  to  obtain  degrees  as  val- 
90.2  per  cent  of  capacity  and  the  Can-  uable  as  those  granted  in  two  other  col- 
adian  mills  at  97.0%.  leges  of  Cleveland  with  which  Cleveland 

Comparing  production  during  the  first  College  is  connected.  She  is  a  native 
ten  months  of  1925  with  same  period  of  of  London. 

each  of  the  five  previous  years  the  United  - 

States  mills  made  2  per  cent  more  than  in  That  strange  light  in  his  eyes  while 
1924,  and  1  per  cent  more  than  in  1923,  you  are  giving  advice  means  that  he  has 
5  per  cent  more  than  in  1922  ;  24  per  cent  at  last  discovered  how  little  you  know. — 
more  than  in  1921  and  about  the  same  as  Birmingham  Nc^vs. 


(Made  in  the  U.  S.  A.) 


ly.u'rt  ii  \i fry'll  iui;  r-lTuu  uif  va'/Yth  itiy  r-jUST mi 


are  readily  conditioned  without  steaming 

-take  even,  sharp,  deep  impressions 

require  a  minimum  of  packing  in  open  spaces 

-do  not  stick  to  the  plates 

-do  not  cause  buckles  or  sinks 

-make  better  plates 

-])rint  better  pages 


^FOR  PROMPT  SERVICE^ 


<lo  away  with  “wet  mat”  pasting  fuss 
-eliminate  steamtables 
-save  newsprint  paper 
save  invaluable  time 


TYPE 


BORDERS'ORNAMENTS'BRASS  rule 

Printers’  Supplies 

KELLY  PRESSES^KLYMAX  FEEDERS ^ PAPER  CUTTERS 
HAMILTON  WOOD  AND  STEEL  EQUIPMENT,  INCLUDING  OUR 
AMERICAN  CUT-COST  EQUIPMENT 

Carried  in  stock  for  prompt  shipment  at  the  foUmvinf,  Selling  Houses  of  the^ 


On  a  Standing  order  basis  Certifieds  cost  only  15  cents 
a  sheet,  F.  O.  B.,  West  Croton,  Mass.  Cases  contain 
50Q  sheets  20  x  24  in. 

Sa-^ples  are  free;  they  re  certainly  ivorlh  trying! 


CERTIFIED  DRY  MAT  CORPORATION 

340  MADISON  AVENUE  NEW  YORK,  N.  Y. 

For  Wet  mat  printing  with  DRY  MAT  facility — use  Certifieds 


BOSTON 
NEW  YORK 
PHILADELPHIA 
BALTIMORE 


RICHMOND 

ATLANTA 

BUFFALO 

PITTSBURGH 

CLEVELAND 


DETROIT 
CHICAGO 
CINCINNATI 
ST.  LOUIS 
MILWAUKEE 


MINNEAPOLIS 
KANSAS  CITY 
DES  MOINES 
DENVER 
LOS  ANGELES 


SAN  FRANCISCO 
PORTLAND 
SPOKANE 
WINNIPEG 


/I 

It 


ORCuIAWAI  1QJ.3^C? 


The  Cincinnati  Post’s  city  and  suburban  circulation  in 
October,  1925,  was  19,600  greater  than  in  October,  1924 

The  Cincinnati  Post 

A  Scripps-Howard  Newspaper 

Member  of  the  A.  B.  C. 

Represented  in  the  national  advertising  field  by 

ALLIED  NEWSPAPERS,  INC. 

New  York  Chicago  Cleveland  Cincinnati  San  Francisco  Los  Angeles  Seattle 


20 


Editor  &  Publisher  for  November  21,  1925 


UR  OVN  VOQLO 

or  Letters 


By  JAMES  MELVIN  LEE 

TF  the  25  experts  whose  names  are  print-  sense  of  poetry  about  them  and  adds  this 
ed  in  the  table  of  contents  of  “Masters  pertinent  remark: 
of  Advertising  Copy”  (Frank-Maurice,  And  yet  they  have  when  we  run  across  them 

Inc.)  were  scheduled  to  speak  at  an  ad-  t'’®  Bible,  haven’t  they?  I  find  thousands 

vertising  convention  on  the  subjects  which  things  "'life:  a  murt'ard®i!i'd.‘°nt^!’e'st~n“ey! 
they  discuss  m  this  book  every  advertising  loaves  of  bread,  yokes  of  oxen,  coats  and  shoes 

and  olive  oil  and  honey  and  sparrows  and 
houses  and  fig  trees  and  sheep  and  vineyards; 
and  each  one  charged  with  that  sense  of  mys¬ 
tery  and  poetry. 

Joseph  H.  Appel  in  his  chat  “Axioms 
of  Advertising”  pays  this  tribute  to  the 
newspaper : 

The  newspa^r  is  the  natural  medium  for 
advertising.  Distribution  of  merchandise  is 
most  efficient  when  concentrated  and  coopera¬ 
tive,  under  freedom  of  competition,  with  just 
rewards  to  the  most  capable.  Distribution  is 
greatest  where  the  three  elements  of  a  sale 
are  densest — merchandise,  people  and  money. 
Newspapers  circulate  in  the  densest  centers  of 
population,  where  are  also  congreated  the 
largest  stores  with  the  greatest  column  of 
the  most 


:man  would  be  asking  himself  the  question 
“Can  I  afford  to  stay  away?” — not  “Can 
I  afford  to  go?”  No  such  convention  is 
possible  for  some  of  the  contributors 
■have  made  their  last  speech  and  written 
their  final  copy. 

Who  are  the  contributors  to  this  vol¬ 
ume?  They  include:  Joseph  H.  Appel, 
Bruce  Barton,  Humphrey  M.  Bourne, 
Harry  E.  Qeland,  George  L.  Dyer,  F.  R. 
Feland,  Frank  Irving  Fletcher,  Richard 
A.  Foley,  J.  K.  Fraser,  Mrs.  Christine 
Frederick,  K^neth  M^  Goode,  John  Starr 
Hewitt 


Don  t  assume  that  people  won  t  read  long  one  which  traces  the  growth  and  deveul 
advertisements.  Rather  admit  to  yourself  I  .  r  aHvprtisinir  MoHfrn 

don’t  know  how  to  be  interesting.”  aavenismg.  aiooern  resear^ 

Don’t  be  fooled  by  dumb  advertising  which  has  brought  forth  some  very  interestJ 
has  succeeded.  Look  behind  the  scenes  for  ex-  things  about  the  beginnings  of  advert3_ 
tSnarr&ct'''or%om:'%the7'‘im;Srum  but  Mr.  Frederick  may  be  pard^ 
factor  which  turned  the  trick.  his  slips  l^cause  of  the  excellent  work 

Humphrey  M.  Bourne  opens  and  closes  has  done  in  bringing  together  such  a 
his  chapter  “Simplicity  in  Advertising  “j  ^  collection  of  papers  by  acknov' 
Copy”  with  the  advertising  man’s  prayer,  edged  masters  of  advertising  copy, 

“O  Lord,  make  me  short  on  words  and 
long  on  ideas.”  To  which  every  adver¬ 
tising  man  of  the  Methodist  persuasion 
will  shout  a  loud  “Amen.” 

The  real  text  used  by  George  L.  Dyer 
in  his  chapter  is  “Advertising  is  News.” 

Theodore  F.  McManus  in  his  chapter 
is  short  on  dont’s  and  long  on  do’s  as  he 
discusses  how  to  write  advertising  copy. 

Claude  C.  Hopkins  tells  about  “Some 
Lessons  I  Have  Learned  in  Advertising.” 

Here  is  one  of  his  lessons: 


CALIFORNIA  EDITORS  MEH 


— .  A.  Holmes,  Claude  C.  Hopkins,  -  .  ,.  ,  v 

R«.h  Uigh.  Theodore  F  MeManoe  John  SSIS,.  t? 

Lee  Mahin,  Ben  Nash,  Wilbur  D.  Nesbit, 

A.  O.  Owen,  Charles  Addison  Parker, 

T.  Harry  Thompson,  Harry  Tipper, 

James  Wallen,  and  Helen  Woodward. 

The  editor  of  the  volume  is  J.  George 
Frederick. 

The  most  important  question  is  “What 
are  the  texts  used  by  these  masters  of  ad- 


Kenneth  M.  Goode  sends  this  message 
through  “Copy  First": 

For  there  is  nothing  so  absolutely  unimpor¬ 
tant  as  copy  for  copy’s  sake.  Copy  is  only  the 
telephone  wire  that  carries  the  message :  if 
only  it  carry  the  message  clearly,  swiftly, 
accurately,  powerfully,  the  wire  itself  may  be 
as  rusty  and  bent  as  an  old  nail. 

What  is  most  important  in  his  message 


vertising  copy?  While  recent  books  on  jg  where  he  shows  a  tremendous  waste  in 
advertising  are  mentioned  here  and  there, 
a  careful  reading  of  the  volume  shows 
that  the  two  great  texts  are  the  news¬ 
paper  and  Bible. 

Bruce  Barton  believes  that  three  of 
the  best  principles  of  copy  writing — brev¬ 
ity,  simplicity,  and  sincerity — are  exem¬ 
plified  perfectly  in  the  New  Testament 

parables.  Barton  never  used  that  word  ...  ... _ 

“perfectly”  carelessly.  The  unofficial  de-  measure  of  forty  years  ago;  second,  that  pulf- 
gree  “Master  of  Advertising  Copy”  is  ''Shers  appeal  to  a  new  public;  and  third,  that 


advertising  through  a  comparison  of  copy 
in  advertisements  and  copy  in  special  fea¬ 
ture  articles. 

Helen  Woodward  in  her  chapter  “The 
Sales  Power  of  Good  Copy  as  Demon¬ 
strated  in  Book  Advertising”  offers  these 
three  suggestions: 

Firsty  that  the  publisher  advertise  books  for 
what  is  in  them  rather  than  some  literary 


only  awarded  for  excellence  in  the  use 
of  words. 

On  the  importance  of  words  T.  Harry 
Thompson  says  in  the  volume : 

Words  are  the  working  tools  of  the  adver¬ 
tising  craft.  They  are  not  things  to  he  picked 
up  and  handled  by  those  who  have  not  learned 
the  trade. 

Unskilled  hands  that  would  shun  the  sur¬ 
geon’s  scalpel  or  the  carver’s  spoon-gouge 
sometimes  make  bold  to  seize  these  tools  of 
advertising  and  ply  them  with  abandon.  As 
a  result,  advertising  is  frequently  scarred  and 
blemished,  when  it  might  have  revealed  the 
beauty  and  symmetry  of  finished  craftsmanship. 

While  Mr.  Barton  in  his  contribution 
“Human  Appeals  in  Copy”  insists  that 
Jesus  was  the  greatest  of  all  advertisers 
James  Wallen  in  his  chapter  “Emotion 
and  Style  in  Advertising  Copy”  boldly 
asserts  that  to  his  mind  the  greatest  ad¬ 
vertisement  ever  written  is  the  23rd 
Psalm  of  David  and  he  gives  his  proof 
somewhat  in  detail.  Later  he  makes  this 
comment  about  emotion  in  copy: 

Let  us  remember  that  man  does  not  live  by 
the  bread  of  reason  alone.  He  lives  ^rtly  by 
the  inspirational  word.  We  speak  of  pictures 
as  a  power.  They  are  not  nearly  as  potent  as 
a  few  words  of  consolation  that  have  gone 
down  the  ages.  ’’Surely  goodness  and  mercy 
shall  follow  me  all  the  days  of  my  life.” 
The  mere  affirmation  couched  in  the  langiuge 
of  faith  without  a  shred  of  explanation  suffices 
all  of  the  needs  of  the  average  heart  and  mind. 
Now,  here  is  the  great  secret  of  emotional 
■writing.  There  is  reason  back  of  it,  but  the 
■machinery  is  not  revealed.  The  author  finds 
■that  his  thought  is  logical — ^that  it  analyzes,  so 
he  presents  it.  It  is  not  necessary  to  print 
ithe  formula  on  the  glass  of  wine  nor  count  the 
molecules  in  the  pearl.  I  am  conscious,  of 
reasoning  about  emotion  now  and,  in  so  doing, 
I  open  myself  more  to  debate  than  if  I  wrote 
a  song  instead  of  a  lecture. 

Toward  the  close  of  this  chapter  Mr. 
Wallen  mentions  four  advertisements  re¬ 
markable  for  “fidelity  to  the  idea  and 
-mood  and  perfect  balance  in  the  clothing 
of  them.”  He  then  adds: 

These  advertisements  had  the  fervor  of  ora¬ 
tory,  and  it  is  a  peculiar  coincidence  that  they 
all  savored  of  Biblical  literature  as  if  the 
writers  had  dipped  their  pens  in  the  incense 
of  the  great  Hebrew  poets.  No  one  can,  how¬ 
ever,  deny  that  the  Bible  has  commanded  some 
influence  in  this  world. 

Charles  Addison  Parker  in  his  chapter 
“Wanted — By  the  Dear  Public”  takes  ex¬ 
ception  to  the  assertion  that  the  ordinary 
things  that  are  advertised  have  no  special 


publishers  invest  in  a  non-literary  author  with 
the  same  foresight  which  a  soap  manufacturer 
might  invest  in  soap. 

J.  K.  Fraser’s  contribution  is  a  chapter 


In  other  ways  I  learned  the  fearful  cost  of 
changing  people’s  habits.  One  was  in  a  cam¬ 
paign  on  oatmeal,  another  on  a  dentifrice.  I 
tri^  to  induce  more  people  to  eat  oats,  and  I 
found  that  the  cost  of  winning  new  users  was 
vastly  beyond  any  possible  returns.  I  tried  to 
convert  new  users  to  the  tooth  brush  habit. 
As  nearly  as  I  could  figure,  the  cost  was  $23 
per  convert.  If  all  converts  used  our  tooth 
paste  all  their  lives  we  could  scarcely  get  the 
money  back. 

So  I  quit  that.  I  am  letting  others  convert 
people  to  new  habits.  I  simply  try  to  get  them, 
where  they  are  converted,  to  use  my  type  of 
product.  Since  I  learned'  that  lesson,  I  have 
‘pent  millions  of  dollars  in  advertising  oatmeal 
and  tooth  pastes.  But  I  have  never  used  one 
line,  one  word,  to  win  people  to  a  habit  they 
have  not  as  yet  adoptH. 

J.  George  Frederick  gives  a  valuable 
list  of  data  questions  for  advertisers  iri 
his  chapter  “The  Research  Basis  of 
Copy.” 

F.  R.  Feland  in  his  chapter  “Making 
Advertisements  Read”  answers  these 
three  questions: 

Why  do  people  read  at  all? 

What  is  it  they  read? 

What  are  the  general  attributes  of  the  thmgs 
they  will  not  read  ? 

Harry  E.  Qeland  in  his  chapter  “Look¬ 
ing  at  Copy  and  Looking  Into  It”  devel¬ 
ops  this  prayer  of  the  advertising  writer, 
“O  Lord,  this  day  make  n»e  think.” 

John  Starr  Hewitt  describes  “The  Copy 
Writer’s  Work  Bench.”  Even  the  shav¬ 
ings  from  this  work  bench  are  interesting. 

“Masters  of  Advertising  Copy”  is  like 


of' “Copy  Dont’s.”  From  his  three  p^ges  a  newspaper :  some  will  like  one  story; 
of  don’ts  the  following  three  are  selected  another.  Space  has  permitted 


following 
practically  at  random: 

Don’t  fail  to  make  a  special  study  of  head¬ 
lines.  The  headline  makes  or  breaks  many  an 
advertisement. 


only  a  few  of  the  headlines  of  the  adver¬ 
tising  stories.  All  the  chapters  are  worth 
reading.  The  only  one  that  needs  a  little 
more  research  and  careful  editing  is  the 


Gov.  Friend  Richardson,  Group  Pr«J 
dent.  Opens  Sessions 

Editors  from  all  parts  of  the  su: 
made  San  Francisco  their  headquane 
Nov.  13-15  when  the  California  1  .. 
Association  convened  in  semi-annual  cc: 
vention. 

Governor  Friend  W.  Richardson,  pre;, 
dent  of  the  association,  presided  at  -h 
session,  which  was  devoted  almost  entire; 
to  a  consideration  of  business  prohler; 
confronting  California  newspapers. 

The  “home  town  newspaper”  servic; 
the  country  territories  was  praised  as 
vital  institution  to  everyday  life 
speeches  made  throughout  the  day. 

Mrs.  H.  A.  McBride,  of  Susanville, 
member  of  the  staff  of  the  Lassen  AJt 
cate,  has  the  distinction  of  being  the  delt 
gate  from  the  greatest  distance. 

G.  Lansing  Hurd,  of  the  Santa  R 
Republican,  opened  the  meeting  with 
address  on  “Building  Up  the  Foreign  A 
vertising,”  pointing  out  the  opportuniti 
open  to  the  California  papers.  Walter  P 
Burn,  Pacific  Coast  representative  of 
.American  Newspaper  Publishers’  .Ks; 
ciation,  discussed  “Co-Operating  to  S<; 
Markets.” 

John  E.  King,  of  the  Hemet  News, 
Ben  H.  Read,  secretary  of  the  Southe 
California  Editorial  Association,  made 
principal  speeches  of  the  meeting. 

Other  addresses  were  made  by 
Rev.  James  L.  Gordon,  pastor  of  the  Fi 
Congregational  Church,  on  “Filling 
Pews  by  Advertising,”  and  George 
Squires,  on  “Criminal  and  Civil 
Laws.” 

Friday  night  editors  were  the  guests 
Henry  Duffy  at  a  performance  of  “Tht 
Best  People”  at  the  President  Theater. 

The  gathering  ended  Sunday  with  a 
special  excursion  to  Mount  Tamalpaii 
Luncheon  was  served  at  the  mountain  t  ■; 
and  a  side  visit  made  to  Muir  Woods. 


_ I 


DOUBLE  SEXTUPLE  **Multi-Unie*  PRESS 


—with  central  folder.  Prints  4  to  48  pages.  Scott 
units  are  arranged  to  provide  the  maximum  printing 
capacity  with  the  minimum  investment  in  equip¬ 


ment  and  the  arrangement  'shown  above  is  no  excep¬ 
tion  to  this  rule.  Economy  of  space  is  also  considered 
in  connection  with  complete  accessibility  for  every  part 


COtt 

**Multi-UniP*  and  ** Straight-Unit**  Preaaea 

WALTER  SCOTT  &  COMPANY 

Main  OIBce  A  Factory  Plainfield,  New  Jeriey,  U.  S.  A. 

New  York  Office  ....  1437  Broadway 

Chicago  Office  ...  1441  Monadnock  Block 

Cable  Addres*:  WALTSCOTT  NEW  YORK 


Editor  &  Publisher  for  November  21,  1925 


21 


4 


i 


on  M  is  the  Fourth  lurgest 

^  ^  City  in  Catifornial 

/Is  strategically  situated  as  either  Oakland,  Califom  , 
Brooklyn,  N.  Y.,  the  present  and  future  markets  of 


Brooklyn,  N.  Y.,  the  present  a 
Long  Beach  are  irrevocably  assured. 


Its  amazing  growth  from  a  town  of  17,800  people  in 
1910  to  a  thriving  city  of  135,000  with  metropolitan  impor¬ 
tance  in  1925,  is  attested  by  building  permits  averaging 
over  $20,000,000  p)er  year,  total  bank  deposits  of  $52,323,- 
768  and  a  monthly  industrial  payroll  of  $1,500,000. 


Long  Beach  is  not  only  in  the  “100,000  class,”  but 
serves  200,000  people  within  a  10 -mile  radius  of  the  city 
proi)er. 


In  this  valuable  merchandising  field  the  PRESS- 
TELEGRAM  is  the  dominant  daily  newspap)er,  with  a  circu¬ 
lation  times  that  of  its  nearest  Los  Angeles  competitor, 
and  twice  that  of  all  the  Los  Angeles  dailies  combined. 


Manufacturers  seeking  profitable  markets  for  their 
products  cannot  afford  to  overlook  the  Long  Beach  PRESS- 
TELEGRAM  as  the  preferred  advertising  medium  in  its  im- 
pKjrtant  field. 


fres 


LONG  ^BEACH  -  CALIFORNIA 


NATIONAL  REPRESENTATIVES 


WESTERN  TERRITORY 

Kimball  '  Mogensen  Co.,  Inc. 
564  Market  Street,  San  Francisco  , 
725  Title  Ituurance  Bldg.,  Los  Angeles 
Securities  Bldg.,  Seattle,  Wash. 


EA8TER.N  TERRITORY 

WauAMs,  Lawrence  Cresmer 


225  Fifth  Avenue,  J^ew  Torl^  City 
560  Michigan  Avenue,  Chicago,  III. 


COMPTON 


200.000 
People  Shop  Here 


DAROENA , 


BELLFLOWER 


NORWALK 


TORRANCE 

WILM/NBTON^— 


SAN  PEDRO' 


$6.000, 0 00 noxi)  being  spent  on  a 
breakwater  Which  Will  help  make 
the  Long  Beach-Los  Angeles  Harbor 
second  only  to  NeWYork. 


BARDEN 

DROVE 


□RANGE 

COUNTY 


JNAPLES 


LOS  ALAMLTOS 


„5EAL  BEACH 


HUNT/NDTON^ 

BEACH 


NEWPORT^ 


BALBOA' 


Editor  &  Publisher  for  November  21,  19  2  5 


E  D  I 


WHO  PAYS  FOR  ADVERTISING? 


COMPLETE  candor  with  the  public  is  a  develop¬ 
ment  of  the  day’s  business  enlightenment.  In 
New  York  the  Gimbel  Brothers’  great  store  re¬ 
cently  advertised  in  page  spaces  that  October  sales 
were  $13,300,000,  a  gain  over  last  year’s  October  of 
$1,900,000.  Another  conspicuous  instance  of  business 
candor  was  exhibited  at  San  Francisco  last  week  by 
Granat  Brothers,  manufacturing  jewelers,  who  took  a 
five-column  newspaper  space  to  explain  to  the  public 
that  advertising  is  not  a  tax  upon  the  consumer. 

This  piece  of  copy,  signed  by  Jay  Haight,  the  ad¬ 
vertising  manager  of  the  store,  is  a  classic.  In  heavy 
display  is  asks:  “Who  Pays  the  Advertising  Bills?” 
A  Granat  advertisement  in  a  Sunday  newspaper,  it 
was  shown,  cost  $800,  and  Mr.  Haight  declared:  That 
advertisement  brought  $16,000  in  sales,  costing  5  per 
cent.  It  is  so  year  in  and  year  out.  Does  it  raise  the 
price  of  the  diamond  ring  you  select?  Does  it  add 
a  further  tax  upon  your  pocketbook?  We  believe  not. 
The  advertising  increases  sales  and  as  a  result  the 
ratio  of  other  expense  is  lowered.  Whether  we  sell 
$1,000  a  year  or  $100,000  a  year,  the  rent  is  the  same. 

This  remarkable  store  publicity  then  goes  on  to  show 
that  the  average  overhead  expense  of  394  retail  jewel¬ 
ers  last  year,  as  certified  by  the  Harvard  Bureau,  was 
38.3  per  cent  of  their  sales,  but  Granat  Brothers  ex¬ 
pense  was  252  per  cent.  Many  of  these  jewelers  did 
not  advertise.  Their  combined  sales  reached  $34,978,- 
000  and  their  net  profit  was  only  1.2  per  cent  of  sales. 
Granat  Brothers  sold  their  goods  at  about  8j4  per 
cent  lower  gross  profit  than  the  average,  but  made 
55^2  p€r  cent  net  on  sales. 

“Advertising,"  wrote  Mr.  Haight,  “increased  sales 
to  a  point  where  we  could  afford  to  sell  our  diamonds 
and  jewelry  at  lower  prices  to  you  and  still  make  a 
larger  net  profit  for  ourselves.  That  is  having  your 
cake  and  eating  it,  too.  So  our  customers  did  not  pay 
for  the  advertising  in  increased  prices.  Who  did  then 
pay  for  the  advertising?  We’ll  tell  you  the  answer. 
Our  competitors  in  the  jewelry  business,  chiefly  those 
who  do  not  advertise,  paid  for  our  advertising.  They 
paid  for  it  in  trade  that  slii)ped  away  from  them  to  us. 
They  paid  for  it  in  the  new  customers  we  got  which 
they  might  have  had.  They  paid  for  it  in  high  ex¬ 
pense.  low  volume,  high  gross  profit  and  low  net.  They 
paid  for  it  in  small  turnover.” 


I.ook  out  for  "free"  daily  menus — all  are 
loaded  ivith  mcoch  advertising! 


DO  WOMEN  BELONG? 


More  than  10,000  women  are  engaged  in  news¬ 
paper  work  in  the  United  States.  Editors 
have  various  opinions  concerning  their  ef¬ 
ficiency.  Ferdina  Reinholt,  according  to  The  Journal¬ 
ism  Bulletin,  has  just  concluded  circulation  of  a  ques¬ 
tionnaire  concerning  the  ability  of  press  women,  re¬ 
ceiving  replies  from  84  editors  in  39  states.  The  gen¬ 
eral  opinion  seems  to  be  that  women  are  not  as  good 
for  the  work  as  men,  although  show  creditably  in 
society  or  general  reporting  and  in  instances  succeed 
in  desk  work,  feature  w’riting  or  as  secretaries. 

Some  editors  regarded  them  as  “too  temperamental, 
or  lacking  initiative  or  physical  strength.” 

Nine  editors,  out  of  84,  found  women  writers  to  be 
persons  possessed  of  sympathy  and  able  to  express  it 
in  news  writing,  being  much  less  inclined  to  synicism 
than  men.  Editor  &  Publisher  conceives  that  these 
are  nine  discerning  editors.  They  know  something 
about  the  trade  that  others  have  missed.  They  have 
in  mind  the  large  fact  that  sympathetic  news  writ¬ 
ing  is  desirable,  that  it  warms  the  hearts  of  readers, 
refreshes  faith,  serves  to  light  dark  places,  makes  life 
better  worth  living.  Intelligent,  sympathetic,  purpose¬ 
ful  women  have  a  high  and  a  secure  place  in  journal¬ 
ism.  They  have  won  it  with  honor  in  the  race  for 
half  a  century.  The  press  carries  a  surfeit  of  chilling 
cynicism  written  by  men,  some  expressing  bitter  truth 
which  belongs  to  common  knowledge,  some  distorted 
and  out  of  place.  All  women  writers  are  not  neces¬ 
sarily  committed  to  writing  of  “sweetness  and  light,” 
but  we  do  not  know  of  a  successful  woman  news 
writer  who  does  not  strive  to  find  a  silver  lining  for 
every  cloud  she  describes. 

In  defense  of  women  journalists,  it  might  be  said 


RIAL 


■ 


Blessed  is  the  man  that  walketh  not  in  the 
counsel  of  the  ungodly,  nor  standeth  in  the  way 
of  sinners,  nor  sittethiin  the  seat  of  the  scorn¬ 
ful. — Psalms,  1;  1. 


that  there  would  be  fewer  instances  of  failure  if 
editors  would  use  better  judgment  in  selecting  women, 
in  more  appropriately  assigning  them  and  in  protect¬ 
ing  their  finest  and  most  delicate  touches  from  the 
hacksaws  of  hurry-up  copy  desks. 


Valuable  suggestion  to  typewriter  manufac¬ 
turers:  Put  a  paragraph  sign  on  machines  used 
by  nezvspaper  7vriters! 


TOLERANCE  EDITION 


Tolerance  is  one  of  the  high  Meals  and  the 
editors  of  the  Minneapolis  (Minn.)  Star  will 
do  notable  public  service  in  promoting  it  by 
lending  the  editorial  powers  to  the  representatives  of 
five  dominant  religious  faiths  for  a  day. 

Next  Tuesday’s  editions  of  the  Star  will  furnish  a 
complete  journalistic  novelty.  It  will  be  edited  by  a 
Congregational  minister,  a  rabbi,  a  Catholic  priest  and 
a  Lutheran  clergyman,  while  a  Methodist  minister  will 
aid  by  drawing  a  cartoon.  Editor  W.  C.  Robertson 
will  step  aside  for  the  day  and  permit  the  clerg>'men 
to  have  their  way. 

Interesting  as  is  the  significance  of  this  event,  the 
■  publication,  we  dare  predict,  will  not  show  any  im¬ 
portant  departure  from  routine  custom  as  regards  re¬ 
ligious  freedom  and  race  tolerance.  There  is  not  in 
the  whole  country  an  outstanding  daily  journal  which 
is  editorially  committeed  to  a  policy  of  race  or  re¬ 
ligious  antagonism.  That  brand  of  mischief,  at  least 
in  concrete  form,  is  dead  in  America.  The  press, 
however,  has  incalculable  opportunities  to  actively 
serve  the  high  cause  of  race  and  religious  tolerance 
among  the  people  and  a  new  pace  may  be  set  at  Min¬ 
neapolis.  How  the  committee  of  editors  will  handle 
social,  political  and  economic  controversies  will  be 
interesting,  but  inconclusive. 


November  21,  1925  Volume  58,  No.  26 

EDITOR  Sr  PUBLISHER 
Published  Weekly  by 
The  Eoitos  &  Publisrse  Co., 

Suite  1700  Times  Building,  42d  St.  and  B’may,  N.  Y. 


Marlen  E.  Pew,  Editor 
Arthur  T.  Robb,  Jr.,  Managing  Editor 
Associate  Editors 

Warren  L.  Bassett  Philip  N.  Schuyler 


James  Wright  Brown,  Publisher. 

J.  B.  Keeney,  Business  Manager. 

Charles  B.  Groomes,  Advertising  Manager. 

Mrs.  H.  Craig  Dare,  ClassihoS  Advertisistg  Manager. 
James  W.  Brown,  Jr,,  Promotion  Manager. 

George  Strate,  Circulation  Manager. 


Associated  with  The  Advertising  World  of  London. 


Washington:  J.  Bart  Campbell,  Homer  Building,  Tele¬ 
phone  Franklin  6636  or  4054. 

St.  Louis:  Roy  M.  Edmonds,  1332  Syndicate  Trust 
Building.  Olive  117. 

Chicago:  L.  B.  Gilmore,  Room  900,  30  North  Dearborn 
St.,  Telephone  Dearborn  5422. 

Pacific  Coast  Oihee:  Room  201,  Sharon  Building, 
55  New  Montgomery  St.,  San  Frastcisco,  Calif. 
Telephone  Douglas  5220.  H.  R.  Drummond. 

London:  The  Advertising  World  represents  Emtob  & 
PuiLMKEB  for  the  British  Isles,  14  King  Street, 
Covent  Garden,  London,  W.  C.  2. 

Paris:  G.  Langelaan,  47  Avenue  da  FOpera,  Paris. 

Tokia:  John  R.  Morris,  Japan  Advertiser. 

Toronto:  W.  A.  Craick,  60  Lympstone  Avenue,  Lam- 
rence  Park. 

10  cents  a  copy,  $4  a  year;  foreign  $5;  Cattadian,  $4.50. 


WANTED— A  HISTORY 

A  THRILLING  history  might  be  written  of 
progress  of  American  civilization  paced  by  t:» 
spirits  who  found  their  expression  in  daHt 
newspapers.  Behind  every  great  movement  has  bee 
one  or  more  courageous  journalists,  fighting  for  ire 
dom  and  its  fruits. 

A  writer  signing  “F.  J.  L.,”  presents  in  the  cuno: 
issue  of  The  Iowa  Journalist,  a  monthly  periodical 
published  by  the  School  of  Journalism  of  the  Uni¬ 
versity  of  Iowa,  a  sorry  list  of  omissions  of  nt«v 
paper  men  and  their  works  from  recently  published 
textbooks  of  United  States  history  for  use  in  col¬ 
leges.  The  writer  suggests  that  historians  are  not 
familiar  with  the  contributions  made  by  newsp^iers 
in  the  political  and  social  structure  of  America,  et. 
tirely  failing  to  avail  themselves  of  the  treasures  oi 
source  material  to  be  found  in  the  files  of  newspaper? 

Here  are  some  of  the  omissions  cited:  In  a 
“Political  and  Social  History  of  the  United  States, 
1492-1828,”  there  are  but  three  indexed  references  to 
newspapers.  The  first  tells  of  the  apearance  of  the 
Boston  News-Letter  in  1704,  but  does  not  take  the 
pains  to  give  the  name  of  John  Campbell,  the  pioneer 
IKistmaster  and  printer  of  Boston. 

The  second  informs  the  reader  that  the  three  new^ 
papers  in  circulation  by  1730  (names  not  given! 
showed  more  evidence  of  literary  impulse  than  can  be 
found  in  the  books  of  that  period ;  that  by  this  time 
other  irnportant  centers  had  newspapers,  “dissemina 
tors  of  information  and  quickeners  of  thought." 

The  third  reference  is  to  the  attacks  on  Presidet; 
Washington  made  by  Philip  Freneau.  But  the  reader 
is  not  informed  that  Philip  Freneau  was  the  editor  of 
Jefferson’s  paper,  the  National  Gazette,  with  which 
the  secretary  of  state  was  fighting  Hamilton’s  paper, 
the  Gazette  of  the  United  States,  and  making  Wash¬ 
ington  as  well  as  Hamilton  decidely  uncomfortable. 
Another  college  textbook  of  United  States  history 
has  but  a  single  reference  to  newspapers. 

An  important  contribution  to  the  weath  of  Amer¬ 
ican  historical  literature  awaits  the  hand  of  a  write 
who,  appreciative  of  the  valor  of  those  who  fought 
for  the  free  press  we  enjoy,  shall  make  a  new  record 
of  progress  from  this  sorely  neglected  point  of  viev. 


ft  is  now  proposed  to  ascertain  zvhether  the 
Federal  Trade  Commission  can  compel  a  news¬ 
paper  to  accept  advertising  which  the  publisher 
deems  objectionable,  but  we  imagine  that  the 
result  will  be  as  empty  as  all  previous  attempts 
to  break  dozm  the  principle  of  private  control. 


THE  OLD  CLUB 


Here  is  the  old  club  with  a  new  coat  of  varnish' 
In  the  State  of  Washington,  at  Walla  Walla, 
a  lawyer  and  a  number  of  local  adverti^s 
have  formed  a  corporation  to  be  known  as  “United 
Advertisers,  Inc.”  Evidently  the  business  in  hand  is 
to  repress  newspaper  advertising  rates  and  dictate 
terms. 

Under  the  list  of  objects  and  purposes  of  the  cor¬ 
poration,  as  stated  in  the  incorporation  papers,  the 
following  appears: 


“On  a  non-pro6t,  co-operative  basis  for  the 
stockholders  of  this  corporation,  and  as  the  agent 
of  and  on  the  behalf  of  other  advertisers  to  en¬ 
gage  in  making  contracts  for  all  classes  of  adver¬ 
tising  and  to  negotiate  for  and  with  all  classes 
of  newspapers,  periodicals,  printing  imncems  and 
advertising  agencies  for  the  publication  and  dis¬ 
tribution  of  all  kinds  of  advertising  matter." 


But  the  real  object  is  to  “pool  the  advertisn* 
needs  of  the  members  and  buy  space  from  the  news¬ 
paper  in  bulk.”  That  is  to  say,  the  corporation  pro¬ 
poses  to  buy  bulk  space  and  resell  it,  on  a  non-profit- 
making  basis,  to  its  members.  The  business, 
obviously,  is  to  break  rates  in  the  interest  of  tht 
membership. 

This  is  a  visionary  scheme  and  will  probably  not 
“get  beyond  first  base”  in  Walla  Walla,  but  it  indicates 
the  disposition  of  occasional  local  advertisers  to  con¬ 
trol  newspapers. 

Stand  firm  against  siKh  movements!  Ad¬ 
vertising  rates  must  be  democratic,  open  alike  to  all 
comers.  When  a  few  advertisers  propose  to  corner 
space,  or  to  dictate  rates,  the  time  has  come  for  con¬ 
test,  for  behind  such  a  movement  is  dynamite. 


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Farrell,  country  editor  on  the  Commer¬ 
cial-News.  Robert  Poisall,  formerly  with 
the  Bloomington  (Ill.)  Petntagraph,  suc¬ 
ceeds  Mr.  Farrell  as  country  editor. 


FOLKS  WORTH  KNOWING 


D 


R.  DOUGLAS  FREEMAN,  editor 
of  the  Richmond  (Va.)  News- 
leader,  historian  and  orator,  will  be  one 
of  the  speakers  at  the  annual  meeting  of 
the  Virginia  Society  in  New  York  on 
Dec.  6.  • 

John  L.  Stewart,  editor  and  publisher 


David  Resnick,  a  student  last  year  in  W/"  S.  JONES,  the  man  who  is  now 

A  rkf  Trkiirndtcm  TTniv«f>c«fv  **  * 


the  Schwl  of  Journalism,  University  of 
Missouri,  has  returned  to  the  St,  Louis 
Times. 


Mary  Ruth  Packard,  who  was  gradu¬ 
ated  last  June  from  the  School  of  Jour- 

_ ^  _  _ _  nalism.  University  of  Missouri,  has 

cf'diV  Washington  (PaTj  dVstrv7r  md  joined  the  Kansas  City  Journal-Post. 
Reporter,  accompanied  by  Mrs.  Stewart  John  H.  Griffin,  of  the  city  staff, 
aid  their  daughter  have  left  for  a  trip  S{>ring field  (Mass.)  UfUoti,  has  been 
iround  the  world.  They  will  sail  for  the  transferred  to  the  copy  desk. 

Orient  from  San  Francisco  in  a  few  days.  Mrs.  Maud  V.  Henderson,  former  La 
Marshall  N.  Dana,  associate  editor  of  Plata  (Mo.)  newspaper  woman,  is  now 
the  Portland  Oregon  Journal,  has  been  editor  of  the  new  conununity  department, 
appointed  a  member  of  the  state  parole  Palmyra  (Mo.)  Spectator. 


board  of  Oregon. 

Grove  Patterson,  editor  of  the  Toledo 
Blade,  has  been  elected  a  trustee  of  Ober- 
lin  College,  Oberlin,  O.,  by  the  alumni. 

George  V.  Moore,  a  nephew  of  A.  P. 
Moore,  former  owner  of  the  Pittsburgh 


Eldon  Sanderson  has  joined  the  Toledo 
Blade  copy  desk. 

Miss  Barbara  Hawley  has  joined  the 
reportorial  staff  of  the  St.  Paul  Daily 
Neivs. 

Sid  Murray  has  assumed  editorial  di¬ 


general  manager  of  the  Portland 
(Ore.)  Telegram,  was,  until  recently, 
joint  owner  and 
business  manager 
of  the  Minneapo¬ 
lis  Journal.  He 
graduated  into 
daily  newspaper 
work,  after  long 
experience  i  n 
trade  journalism. 

Bom  in  the 
Catskill  district 
of  New  York,  he 
moved  to  Minne¬ 
apolis  in  1884.  A 
year  later  he  was 
owner  of  a  gen¬ 
eral  merchandise 
trade  paper. 


extra  section  of  news  and  advertising  in 
connection  with  the  annual  presentation 
of  the  Knights  of  Columbus  minstrel 
sIh  w. 

Worcester  (Mass.)  Gacettc,  62-page 
New  England  confereiKe  edition,  Nov. 
12. 

Richmond  Timcs-Dispatch,  104-page 
edition,  with  20-page  section  in  connec¬ 
tion  with  Richmond’s  first  annual  radio 
show,  Nov.  15. 


W.  S.  Joses 


Leader,  now  .Ambassador  to  Spain,  was  rection  of  the  Harlingen  (Tex.)  Daily 


appointed  a  judge  of  the  Court  of  Com¬ 
mon  Pleas  of  Allegheny  County  by  Gov. 

Pinchot.  Mr.  Moore,  who  served  in  the 
World  War,  was  at  one  time  on  the 
editorial  staff  of  the  Pittsburgh  Leader. 

the  Springfield  (Mass.)  Republican,  has 
has  taken  an  indefinite  leave  of^senc^  be- 


News.  Jack  Rector,  former  editor,  was 
to  go  to  Evansville,  Ind. 

Nelson  H.  Randall  is  doing  night  police 
for  the  Toledo  Blade. 

George  Breed,  City  Hall  reporter  for 


returned  from  a  week’s  visit  to  Ashe¬ 
ville,  N.  C. 

Chester  E.  Bryan,  owner  and  editor  of 
the  London  (O.)  Democrai,  has  re¬ 
turned  to  his  work  after  a  long  illness. 

F.  A.  Hazeltine,  editor  of  the  South 
Bend  (Wash.)  Journal,  and  his  wife  are 
lisiting  in  Chicago. 


cause  of  ill  health.  He  is  spending  the 
winter  in  New  York. 

Miss  Edith  Walton  has  joined  the  city 
staff  of  the  Springfield  (Mass.)  Union. 

Jay  R.  Mead  of  the  Springfield 
(Mass.)  Union  staff,  has  resigned  to  go 
to  Florida,  where  he  will  continue  in 
newspaper  work. 


IN  THE  BUSINESS  OFFICE 


PRESS  ASSOCIATION  NOTES 

UAROLD  E.  WILLIS,  former  circula-  pOWARD  McKERNON,  Eastern  di- 
^  tion  manager  of  the  Des  Moines  ^  vision  superintendent,  .Associated  Press, 
Capital,  has  joined  the  Des  Moines  Reg-  spoke  before  the  City  Club  of  Boston 
ister  and  Tribune-News  circulation  staff.  Thursday  night. 

Harry  T.  Watts,  business  manager,  and  Wayne  Weishaar  of  the  New  York 
F.  E.  McCray,  manager  of  the  classified  staff  of  the  Associated  Press  has  re¬ 
department  of  the  Des  Moines  Register  turned  from  a  two  weeks’  visit  to  Des 


and  Tribune-Nezvs,  are  spending  a  few 
weeks  visiting  in  Minneapolis,  Milwau¬ 
kee,  Chicago,  Kansas  City  and  Louisville. 

Robert  Meintire  of  the  circulation  'de¬ 
partment,  Des  Moines  Register  and 
Trihunc-Nnvs,  is  ill  with  influenza. 


NEW  PLANTS  AND  EQUIPMENT 

^IIREE  Florida  newspapers  recently 
purchased  new  Duplex  flatbed  presses, 
the  Stuart  AJessenger,  Deland  Sun,  and 
Tarpon  Springs  Leader.  The  Lansing 
t.Mich.)  Capital-N exvs  has  purchased  a 
Duplex  heavy  duty  mat  roller.  A  new 
four  page  deck  has  been  purchased  by 
the  St.  Johns  (N.  F.)  Evening  Telegram. 

Albert  Lea  (Minn.)  Evening  Tribune 
has  purchased  three  Intertype  line-casting 
machines. 

LeRoy  (N.  Y.)  Gasette-News  has 
moved  into  its  new  building  in  Bank 
street  of  that  village. 

Recent  Ludlow  installations  have  been 
made  by  the  Philadelphia  Tageblatt, 
Washington  (Pa.)  Observer  Reporter, 
Marshfield  (Ore.)  Southwstern  Oregon 
Daily  News,  Brazil  (Ind.)  Daily  Times, 
Rochester  (N.  Y.)  Herald,  Daytona 
Beach  (IHa.)  Journal,  Eugene  (Ore.) 
Register  and  Ansonia  (Conn.)  Evening 

-  ' -  Sentinel.  Foreign  installations  include 

Robert  F.  Harber,  from  Ne^u  Bedford  the  Calcutta  (India)  Statesman  and 
(Mass.)  Tiwk-r,  to  city  staff,  Springfield  Stuttgart  (Germany)  Stuttgarter  Ncues 
(Mass.)  Union.  Tageblatt. 

H.  B.  .Appleby,  from  circulation  de-  - • - 

partment,  Lansing  (Mich.)  Capital  News. 

to  circulation  staff,  Chicago  Herald  and  CHANGES  OF  OWNEIRSHIP 
£.ra)»micr.  .  T  W.  Parry,  Jr.,  has  sold  the  Centralia 

V.-,..  r:..,..,  _ tonal  staff  of  the  St.  Loms  Post- Dispatch. 

Sew  fork  limes  sporting  staff.  -r--  -r-  i 

_  Alexandria  (Ind.)  Times- Tribune,  a 

daily  published  by  Will  F.  Baum  for  the 
last  13  years,  has  been  sold  to  DeLoss 
.Arnold  of  Alexandria,  associated  with 
with  offices  in  New  York,  Chicago,  ,\Ir.  Baum  since  the  latter  acquired  the 
San  Francisco,  Los  Angeles  and  Seattle,  paper. 


which  met  with  remarkable  success. 

I^ter  he  established  a  paper  in  the 
interests  of  the  hardware  industry.  Both 
trade  journals  achieved  national  repu¬ 
tation,  and  Mr.  Jones  sold  them  and  in 
1908,  he  and  his  brother,  H.  V.  Jones, 
bought  the  Minneapolis  Journal,  an 
evening  and  Sunday  paper. 

For  14  years,  Mr.  Jones  has  been  a 
member  of  the  National  .Arbitration 
Board,  an  organization  that  handles  labor 
matters  for  the  .Amerjcan  Newspaper 
Publishers  .Association. 


WITH  THE  SPECIALS 

J^I'MBALL-MOGENSEN  Company, 


Moines,  la.,  his  home  city. 

.A.  L..  Finestone,  st^ent  jast  year  in  appointed  national  advertising 

the  University  of  Missouri  School  of  representatives  of  the  Red  Bluff  (Cal.) 
lournalism,  has  joined  the  Kent  Press  Nezvs. 

Service  in  St.  Louis.  _ 

Douglas  Rowley,  a  graduate  of  New 
York  University,  has  joined  the  New 


SPECIAL  EDITIONS 


IN  THE  EDITORIAL  ROOMS 

T  V.  B.  RUCKER,  formerly  of  the 
^  Hearst  newspapers  in  New  York 
and  Washington  and  one-time  cable  editor 
of  the  United  Press  in  New  York,  has 
returned  to  newspaper  work  as  head  of 


York  office  of  Reuters  News  Agency  as  T^ORCESTER  (Mass.)  TELEGRAM, 
an  assistant  news  editor.  68-page  First  New  England  Confer- 


page 

ence  edition,  Nov.  13. 

Paducah  (Ky.)  Neu's- Democrat,  Mur¬ 
ray  State  Normal  section,  Nov.  6. 

St.  Paul  Pioneer-Press,  4-page  section 


MARRIED 

rj  W.  BERNSTEIN,  national  adver- 

reiurnen  to  newspaper  woric  as  neao  oi  tising  manager  of  the  Nezv  Orleans  t*-  «  *  ..i 'ci,"  io 

the  copy  desk  and  editorial  writer  of  the  .9to/f5,  to  Miss  Dorothy  Wronker  of  Junior  Livestock  Show,  Nov.  12. 

Miami  (Fla.)  Daily  Tab.  Rochester,  N.  Y.,  Nov.  12,  in  Chatta-  Champaign  (Ill.)  Daily  Illini,  Univer- 

Tracy  Sutliffe  of  the  financial  depart-  nooga,  Tenn.  f.'‘y  student  daily,  4(Cpage  edi- 

ment.  New  York  Herald  Tribune,  and  Philip  Stong,  member  of  the  New  York  "’.’-It 

formerly  financial  editor  of  the  old  Her-  staff  of  the  .Associated  Press,  to  Miss  ^  homecoming 

old,  has  resigned  to  become  assistant  di-  Virginia  Swain,  feature  and  serial  writer  ^  ciLw^  >v  v  %  c*,,.  ia 

rector  of  publicity.  New  York  Stock  for  NEA  Service,  Inc.,  Oeveland,  in  Star-Gazette,  14-page 

Exchange.  Qeveland  Nov.  8.  They  will  reside  in 

C.  C.  Clifton,  state  house  reporter  for  New  York,  where  Mrs.  Stong  will  con- 
the  Des  Moines  Register  and  Tribune-  tinue  her  work  with  NEA. 

Seit/s,  has  been  made  commercial  editor  Earl  Minderman,  now  on  the  editorial 
of  the  Sunday  Register.  staff  of  the  Columbus  (O.)  Citizen  and 

Grantland  Rice,  sporting  writer  for  the  formerly  with  the  Toledo  News-Bee,  to 

Setv  York  Herald  Tribune,  and  Frank  Mrs.  Florence  Blayney  of  Columbus. 

Craven  have  written  a  football  drama  William  L.  Mapel  of  the  Maryville 
ailed  “The  Kick  Off,”  which  opened  in  (Mo.)  Democrat-Forum,  to  Miss  Evelyn 

Raines. 

Richard  L.  Scurlock  of  the  advertising 
staff,  Blacktvell  (Okla.)  Tribune,  to 
Miss  Gladys  Pratt  of  Enid,  Okla. 

Miss  Evalin  McMaster,  society  editor 


Nebraska  City  (Neb.)  Daily,  oldest 
newspaper  in  the  state,  has  been  sold  to 
Early  R.  Marvin,  publisher  of  the  Bea¬ 
trice  (Neb.)  Daily  Sun.  The  Nebraska 
City  Daily  was  founded  in  1854. 

Warren  F.  Brooks  of  F’hiladelphia  has 
bought  control  of  the  Easton  (^Id.)  Ga¬ 
zette  from  J.  Waters  Russell,  who  held 
a  majority  of  the  stock. 

Poulsbo  (Wash.)  Record  has  been  pur¬ 
chased  by  Peter  Iver.son,  editor,  Poul.sbo 
Kitsap  County  Herald,  from  C.  P.  Qiris- 
tenson. 


ON  THE  MECHANICAL  SIDE 

’l''HEOl)ORE  EICHHORN,  secretary 
^  of  the  Erie  (Pa.)  Typographical 


Pittsburgh  on  Nov.  16. 

Frank  L.  Pond  has  succeeded  his 
brother,  the  late  Frederick  E.  Pond,  as 
conductor  of  the  rod  and  gun  column  in 
the  Neiv  York  Herald  Tribune, 


Fred  Whalen  has  joined  the  art  staff  of  the  Taylorville  (Ill.)  Daily  Courier, 
of  the  rotogravure  department,  Des  to  James  A.  Bell  in  CHiicago,  where  they 
Moines  Sunday  Register.  will  reside. 

lawrence  Hawkins  is  now  police  re-  Stanley  B.  Lowe,  former  political 
porter  on  the  Lansing  (Mich.)  Capital  writer  for  the  Springfield  (Mass.)  Unim, 
Keivs.  to  Miss  Evelvn  E.  Pine,  former  librarian 

Boh  Horan,  who  acted  as  publicity  rep-  Montpelier.  Vt., 

rcsentative  in  Iowa  for  Robert  La  Fol-  ^9'^*  }^'  recently  ap- 

Irtte  when  the  late  senator  ran  for  the  ^u^cd  secretary  to  Congressman  Henry 
presidency,  has  joined  the  staff  of  the  Bowles. 

Fes  Moines  Tribune-News. 

John  Wolgamot.  sporting  editor,  Don-  HOLDING  NEW  POSTS 

tdile  (Ill.)  Commercial-Neivs,  has  re-  T^ERIWETHER  LEWIS  ^  SHARP- 
•igned  and  gone  to  New  York  Gty,  LEY,  from  Chicago  Tribune  copy 
where  he  exp^s  to  do  newspaper  feature  desk,  to  news  editor,  Jjmsing  (Mich.) 
writing.  He  has  been  succeeded  by  Dan  Capital  Nezes. 


CENTRAL  PRESS 

Is  Dominant 

in  the  Keystone  State 

The  Central  Press  .Association  had  18  clients  in  Pennsylvania, 
eighteen  months  ago.  Now  it  has  FIFTY! 

Central  Press  has  a  client  in  13  of  the  first  IS  cities  of  the  state,  and 
service  begins  to  newspapers  in  the  two  other  leading  cities  in  six  months. 

No  other  illustrated  feature  news  service  is  in  so  strong  a  position  in 
this  great  state.  Central  Press  has  more  Penn.sylvania  clients  than  ANY 
competitive  service,  and  Central  Press  features  have  more  readers. 

If  you  want  to  know  the  name  of  the  most  popular  illustrated  daily 
newspaper  feature  service  in  America,  study  the  figures  in  our  series  of 
advertisements  in  the  Editor  and  Publisher,  of  which  this  is  the  second. 
Figures  don’t  lie. 

Central  ^reisei  ^sisiociatton 


V.  V.  McNitt 
Presidmt 


Central  Press  Bldg. 
Cleveland 


IT.  A.  McNitt 
Manager 


P.S.^We  produce  the  untrl^s  best  daily  picture  page. 


24 


Editor  &  Publisher  for  November  21,  1925 


Union  for  the  past  25  years,  tesigned 
last  week  because  of  his  increasing  duties 
as  street  director  in  Erie. 

H.  C.  Johnson  has  been  elected  presi¬ 
dent  of  Olean  (N.  Y.)  Typographical 
Union,  No.  345.  Other  new  officers  are: 
vice-president,  Tracy  G.  Saint  John;  sec¬ 
retary  and  treasurer,  Orrin  P.  Oakley. 


ASSOCIATIONS 

Eastern  league  baseball 

WRITER’S  ASSOCIATION  held 
its  annual  meeting  and  election  of  officers 
at  Waterbury,  Conn.,  last  w'eek.  Officers 
elected  were:  John  M.  Greene,  Hartford 
(Conn.)  Courant,  president;  Clarence  J. 
Cassin,  Waterbury  (Conn.)  Democrat, 
vice-president;  Victor  N.  Wall,  Spring- 
field  (Mass.)  Union,  secretary-treasurer. 

Mail  Advertising  Service  Association 
of  Boston  elected  the  following  officers 
last  week:  President,  Mrs.  Elizabeth  J. 
Broderick;  vice-president.  Miss  Mary 
Flynn ;  secretary-treasurer,  Benjamin 
Gottesman ;  directors,  E.  R.  Andrews, 
Charles  W.  Hawkes,  John  A.  Loring, 
and  the  Misses  Mary  A.  Dewell,  Gladys 
Gilliam  and  Jessie  M.  Sherwood. 

Special  Libraries  Association  will 
hold  its  monthly  dinner  meeting,  Nov. 
30,  at  the  Town  Hall  Club.  James  Mel¬ 
vin  Lee,  director  of  the  department  of 
Journalism,  New  York  University,  Louis 
Wiley,  business  manager  New  York 
Times,  and  William  Alcott,  librarian  of 
the  Boston  Globe,  will  speak. 

Iowa  Press  Association  has  tenta¬ 
tively  selected  May  6-8  as  dates  for  its 
annual  meeting  at  Des  Moines. 


•  SCHOOLS 

TUTAURICE  E.  VOTAW,  professor  of 
^  journalism  at  St.  John’s  University 
at  Shanghai,  China,  for.  the  past  three 
years,  has  returned  to  his  home  in  Co¬ 
lumbia,  Mo.,  on  furlough.  He  will  re¬ 
place  Dean  Walter  Williams  of  the 
Missouri  School  of  Journalism  for  four 
successive  lectures  to  the  class  in  History 
and  Principles  of  Journalism. 

Forty  specialists  in  the  mechanical,  ed¬ 
itorial,  and  business  phases  of  newspaper 
making  will  address  the  1,100  editors  of 
school  and  college  publications  and  their 
advisers  at  the  annual  convention  of  tlje 
Central  Interscholastic  Press  Association 
in  Madison,  Wis.,  next  Friday  and  Sat¬ 
urday,  Nov.  27  and  28. 

Sixty  Kansas  high  schools  were  repre¬ 
sented  by  more  than  220  delegates — ed¬ 
itors,  business  managers  and  supervisors 
— at  the  seventh  annual  conference  at  the 
University  of  Kansas  department  of  jour¬ 
nalism,  Nov.  14-15. 

Mrs.  May  Bunnell  Hartman  of  Dans- 
ville,  N.  Y.,  has  presented  to  the  Depart¬ 
ment  of  Journalism,  New  York  Univer¬ 
sity,  the  various  pamphlets  and  reports 
relating  to  the  press  of  the  State  of  New 
York  brought  together  by  her  father,  the 
late  A.  O.  Bunnell.  Mr.  Bunnell  was 
for  many  years  editor  of  the  Dansville 
Advertiser,  and  for  almost  as  many  years 
secretary  to  the  New  York  State  Press 
Association.  This  collection  is  also  re¬ 
markable  for  its  completeness  in  litera¬ 
ture  relating  to  the  journalism  of  New 
York  State. 

Installation  of  Alpha  Zeta  Chapter  of 
Theta  Sigma  Phi,  women’s  national  jour¬ 
nalistic  honorary  fraternity,  took  place 
at  Washington  State  Cx)llege,  Pullman, 
Wash.,  recently,  when  the  Scribblers’ 
Club,  local  honorary,  was  given  its  na¬ 
tional  charter. 


Eastern  A.  P.  Board  Meets 

Eastern  Advisory  Board  of  the  Associ¬ 
ated  Press  met  in  New  York  Tuesday 
to  discuss  routine  business.  Richard 
Hooker  of  the  Springfield  (Mass.)  Re- 
lican,  chairman,  presided.  W.  B.  Bryant 
of  the  Paterson  (N.  J.)  Press-Guardian 
is  secretary  of  the  group. 


Martin  Heads  Capital  Ad  Club 

J.  O.  Martin,  editor  of  The  Transmit¬ 
ter,  employes’  magazine  of  the  (Thesa- 
peake  and  Potomac  Telephone  Company, 
has  succeeded  John  Poole,  president  of 
the  Federal  American  National  Bank,  as 
president  of  the  Advertising  Qub  of 
Washington. 


MOTZ  DIES  SUDDENLY 
IN  CINCINNATI 

Business  Manager  of  Times-Star  Suc¬ 
cumbs  to  Heart  Failure — Had 
Been  With  Paper  Since 
1884 


C.  Henry  Motz,  business  manager  of 
the  Cincinnati  Times-Star,  and  one  of  the 
most  widely  known  newspaper  men  in  the 
country,  died  suddenly  of  heart  failure 
Nov.  14  at  his  home.  He  was  preparing 
to  leave  for  his  office  when  death  over¬ 
took  him.  The  funeral  was  held  Tues¬ 
day  at  2  p.  m. 

Mr.  Motz,  who  would  have  celebrated 
his  fifty-sixth  birthday  on  Nov.  26,  had 
been  with  the  Times-Star  since  1884,  or 
since  he  was  14  years  old.  During  all  of 
Friday  he  had  been  in  his  office  and  ap¬ 
parently  in  the  best  of  health. 

News  of  his  death  came  as  a  great 
shock  to  his  friends  and  business  associ¬ 
ates. 

Mr.  Motz  was  a  splendid  example  of  the 
self-made  man.  Forced  to  go  to  work 
early  in  his  boyhood,  he  became  a  tele¬ 
graph  messenger  boy.  It  was  during  that 
term  of  service  that  he  decided  upon 
making  newspaper  work  his  life  career. 

His  trips  often  took  him  into  the 
Times-Star  office  and  as  soon  as  the  op¬ 
portunity  offered,  he  took  a  job  as  office 
boy.  While  in  that  position  he  became 
a  tireless  student  and  soon  emerged  as  a 
competent  bookkeeoer. 

When  a  bookkeeper’s  job  on  the  Times- 
Star  became  vacant,  young  Motz  got  it. 
Then  he  became  assistant  business  man¬ 
ager,  circulation  manager  and  finally 
business  manager. 

Besides  his  widow  he  is  survived  by 
two  children,  J.  Louis  Motz  and  Mrs. 
Philip  R.  Cottrell. 


Melvin  A.  Hoyt' 


receiving  the  largest  majority  of  any  city 
candidate. 

Ethex  Bow.m.\n  Ronald,  46,  wife  of 
W.  R.  Ronald,  publisher  of  the  Mitchell 
(S  D.)  Daily  Republican,  died  Nov.  8. 
Mrs.  Ronald  was  the  author  of  numerous 
short  stories  and  poems. 

John  L.  Shields,  68,  former  owner  and 
publisher  of  the  Mt.  Pleasant  (Pa.) 
Journal,  died  Nov.  7.  Mr.  Shields  was 
a  graduate  of  Princeton  University  and 
a  classmate  of  Woodrow  Wilson.  He 
took  over  the  Journal  in  1878  and  pub¬ 
lished  it  until  several  years  ago. 

William  Thomas  Wood,  probably  the 
oldest  pressman  in  Virginia,  died  re¬ 
cently  in  the  home  of  his  son,  Milton  C. 
Wood,  in  Newport  News.  “Uncle  Billy” 
learned  his  trade  on  the  old  Richmond 
Dispatch,  continuing  in  the  service  of  the 
Dispatch  and  the  Times-Dispatch  for  47 
years.  Later  he  ran  the  press  of  the 
News-Leader. 

Hon.  John  Q.  Van  Swearingen,  59, 
president  judge  of  the  Fayette  County 
courts,  died  at  his  home  at  Uniontown, 
Pa.,  Nov.  18.  Judge  Van  Swearingen 
was  a  stockholder  and  an  active  figure 
in  the  Fayette  Publishing  Company,  pub¬ 
lishers  of  the  Uniontown  Morning  Her¬ 
ald  and  Evening  Genius. 

Henry  H.  Marcy,  69,  oldest  employe 
of  the  Pittsburgh  Chronicle  Telegraph, 
died  at  his  home  in  Knoxville,  a  suburb 
of  Pittsburgh,  Nov.  17.  Mr.  Marcy  had 
been  connected  with  the  editorial  depart¬ 
ment  for  the  past  38  years.  He  was  city 
editor  of  the  Chronicle  Telegraph  for 
some  years  and  later  was  the  court  man. 

Charles  J.  Peterson,  57,  for  22  years 
editor  of  the  Alcester  (S.  D.)  Union 


and  widely  known  South  Dakota  neiks- 
paper  man,  died  recently. 

Miss  Abbie  MacFlynn,  for  more  than 
30  years  society  editor  of  the  BurlingUn 
(la.)  Gazette,  died  Nov.  10  at  St.  Fran- 
cis  Hospital,  after  several  months  illnesi 

Charles  .A.  Bird,  former  Hornell  ed¬ 
itor  of  the  Elmira  (N.  Y.)  Telegran 
and  more  recently  general  manager  of  tht 
William  Fox  studio  on  the  Pacific  coast 
died  at  his  home  in  Hornell,  N.  Y 
Oct.  11. 

J.  S.  Shepherd,  91,  publisher  of  papers 
in  Keosauqua,  Corydon  and  Mount  Ay:, 
la.,  practically  all  his  life,  and  one  of 
the  oldest  Masons  in  the  state,  died  at  his 
home  in  Mount  .Ayr,  la.,  Nov.  11. 

Darius  H.  Minshull,  64,  a  composi¬ 
tor  on  the  Netv  York  Graphic  and  for- 
merly  connected  with  the  World,  Herald 
and  Journal,  died  on  Sunday  at  his  home 
in  Brooklyn. 


Weekly  Publisher  Named  Senator 

Gerald  P.  Nye,  33,  appointed  Senator 
from  North  Dakota  by  Governor  A.  G. 
Solie,  Nov.  14,  has  for  years  been  a 
weekly  newspaper  publisher,  directing  th« 
Cooperstown  Griggs  County  Sentinel- 
Courier.  He  will  succeed  the  late  S«- 
ator  E.  F.  Ladd. 


New  Executives  On  Oregon  Daily 

W.  H.  Grubbs,  formerly  of  the  Santa 
Rosa  Press  Democrat  and  the  H.  K 
McCann  Company,  has  been  appoinfe(l| 
advertising  manager  of  the  Klamath  Fall; 
(Ore.)  Nnvs.  George  P.  Hunt  bai 
joined  the  staff  as  editor. 


Melvin  A.  Hoyt,  67,  engaged  in  news¬ 
paper  work  in  Wisconsin  and  Michigan 
for  40  years,  died  of  heart  disease  at  his 
home  in  Milwaukee,  Nov.  17.  For  30 
years  he  was  ov.-ncr  and  publisher  of  the 
Milwaukee  Daily  News  until  that  news¬ 
paper  was  absorbed  by  the  Hearst  inter¬ 
ests.  He  also  had  published  a  paper  in 
Sault  Sainte  Marie,  Mich.,  in  company 
with  Chase  Osborn,  former  Governor  of 
that  State. 


Mrs.  J.  G.  Tanner  Dies 

Mrs.  May  Vinton  Tanner,  wife  of  J. 
Grant  Tanner,  of  the  Editor  _&  Pltb- 
LiSHER  advertising  department  died  Nov. 
13,  at  Mt.  Clemens,  Mich.  Burial  was 
in  Mt.  Hope  Cemetery,  Rochester,  N.  Y. 


Obituary 


A  LEX  C.  SANDS,  68,  Ohio  newspaper 
man,  died  Saturday  at  the  home  of 
his  sister  in  San  Jose,  Cal.  Mr.  Sands 
was  at  one  time  managing  editor  of  the 
Cincinnati  Enquirer.  Later  he  was  en¬ 
gaged  in  newspaper  work  in  Columbus 
and  was  connected  for  a  time  with  the 
state  library.  He  also  represented  the 
New  York  Times  in  Columbus. 

Robert  R.  Coley,  58,  father  of  Richard 
Coley,  editor  and  publisher  of  the  Buf¬ 
falo  Evening  Po-tt,  died  after  an  illness 
of  several  months. 

Samuel  R.  Saunders,  80,  for  many 
years  editor  and  publisher  of  the  Ham¬ 
burg  (N.  Y.)  Erie  County  Press,  died 
recently  after  a  long  illness,  which  forced 
his  retirement  from  his  publishing  duties 
seven  years  ago. 

Joel  Feder,  president  of  the  New  York 
Syndicate  News,  which  distributed  pho¬ 
tographs  of  fashions  throughout  the 
United  States  and  Europe,  died  in  New 
York,  Nov.  15. 

Daniel  B.  Tidd,  67,  for  30  years  city 
editor  of  the  Lancaster  (O.)  Daily  Eagle. 
and  correspondent  of  the  Associated 
Press,  died  at  his  home  in  that  city  this 
week.  He  was  elected  president  of  the 
citv  council  at  the  election  this  month. 


Apropos  of 
Church  Advertising 

Your  readers  are  interested  in  religion. 

There  is  today,  unmistakably,  a  quicken¬ 
ing  of  interest  in  all  aspects  of  religion.  It 
is  the  one  theme  that  has  a  vital,  universal 
and  unceasing  appeal. 

That  is  why  the  New  York  Herald  Tribune 
is  publishing  a  series  of  articles  by  celebrated 
men  and  women  on  “My  Religion.” 

And  other  newspapers  throughout  the 
country  are  developing  church  news  and 
church  advertising. 

Our  Church  Advertising  Department  is 
anxious  to  give  its  service  to  your  newspaper. 
Write  us  for  plans  and  copy  to  develop  your 
church  page. 


Church  Advertising  Department 

ASSOCIATED  ADVERTISING  CLUBS, 
I  383  Madison  Avenue, 

New  York.  N.  Y. 


Editor  &  Publisher  for  November  21,  1925 


25 


POWERS  PERFECTION  COOLER 

Every  Newspaper  Photo  Engraving  Plant  should  have  at  least  one 


The  Powers  Perfection  Cooler  requires  no  water 
connection  of  any  kind. 

It  can  be  moved  at  will  by  simply  picking  it  up  md 
placing  it  where  it  is  wanted. 

It  has  no  mechanical  parts  to  get  out  of  order. 

It  applies  cold  water  evenly  and  simultaneously  to 
aU  parts  of  the  plate— ON  THE  BACK  OF  THE 
PLATE  only. 

It  cools  the  plate  instantaneously  to  the  exact  tem¬ 
perature  required  and  saves  wiping,  mopping  and 
reheating. 

The  price  of  the  Powers  Perfection  Cooler 
is  $350 


The  Powers  Perfection  Cooler  met  with  the  instantaneous  approval  of  hoth  the  workers  and  the  owners 
wherever  it  was  installed  and  tried.  The  men  in  the  shops  like  it  because  it  helps  them  in  their  work. 
They  save  time  and  effort,  turn  out  more  work  and  better  work,  and  do  it  with  very  little  physical 
labor.  It  is  a  clean,  workmanlike  way  of  doing  what  is  otherwise  a  messy,  sloppy  task. 

Proprietors  like  it  because  it  saves  gas,  water,  time  and  makeovers.  These  savings  mean  money  and 
profits  and  that  is  what  we  all  want.  To  satisfy  yourself,  go  into  your  etching  rooms  and  see  what 
happens  when  the  etcher  tries  to  cool  a  large  plate  by  dragging  it  over  a  roller  wrapped  in  old  towels 
and  rags  or  a  piece  of  burlap.  Watch  the  plate  buckle  and  then  see  him  try  to  straighten  it  out.  You 
know  what  that  means  in  color  work. 

The  use  of  the  Powers  Perfection  Cooler  does  away  with  buckled  and  twisted  plates,  the  splashing  of 
water  on  the  face  of  the  plate  and  the  constant  work  and  worry  connected  with  etching.  A  zinc  etch¬ 
ing  is  heated  from  13  to  16  times  by  the  etcher.  That  tells  the  story. 

ASK  ANY  USER 

Denver  Post 

Des  Moines  Register  &  Tribune 
Florida  Times  Union 
Kansas  City  Star 
Milwaukee  Jonmal 
N.  Y.  American 
N.  Y.  Evening  Son 
N.  Y.  Morning  Telegraph 

Immediate  delivery  guaranteed 

POWERS,  Inc.  - 


Baltimore  News 
Boston  American 
Boston  Post 
Bldyn  Dally  Eagle 
Bronx  Home  News 
Chicago  Daily  News 
Chicago  Herald  Examiner 
Chicago  Tribune 


N.  Y.  Daily  News 
N.  Y.  Times 
N.  Y.  World 
Providence  Journal 
Rochester  Herald 
San  Francisco  Bulletin 
Washington  Times 
Wisconsin  News 


205  West  39th  Street 
New  York  City 


y 


26 


Editor  &  Publisher  for  November  21,  1925 


WHAT’S  WHAT  IN  THE  FEATURE  FIELD 


Warner’s  Song  Introduces  “Love  Bound’’  in  Baltimore — New  Omaha  Mat 
Service  Organized — Cosmos  Handling  Galli-Curci’s  Adventures 


TT  is  a  lucky  newspaper  that  has  a  poet 

to  promote  its  features. 

This  week  all  Baltimore  is  humming 
and  dancing  to  “Love  Bound’’  new  pop¬ 
ular  song  by  Henry  Edward  Warner  of 
the  Baltimore  Sun  staff  and  writer  of 
“Songs  of  the  Craft”  which  appear  in 
Editor  &  Publisher  each  week.  It  was 
written  to  announce  the  start  in  the  Eve¬ 
ning  Sun.  Nov.  19,  of  “Love  Bound” 
Beatrice  Burton’s  latest  serial,  which  is 
being  handled  by  Johnson  Features,  Inc., 
New  York. 

Ten  days  ago  a  conference  of  Sun  ex¬ 
ecutives  was  considering  publicity  for 
the  feature.  Mr.  Warner  offered  to  write 
a  song  with  the  serial  title.  It  was 
suggested  that  this  would  take  consider¬ 
able  time.  Mr.  W'arner  astoni.shed  the 
conference  by  promising  to  have  both 
words  and  music  ready  within  24  hours. 
He  left  for  his  office  and  after  invoking 
the  muse  had  the  lyric  written  in  less 
than  an  hour.  That  night  the  music  was 
written  and  next  day  2,000  copies  of 
the  song  were  printed.  Hotel  and  dance 
orchestras  played  the  piece,  entertainers 
sang  it;  it  was  sung  in  the  schools. 

Arrangements  are  being  made  for  use 
of  the  song  by  Johnson  Features,  Inc. 

Electricaster  Service,  Inc.,  is  a  new 
company  just  formed  at  Omaha,  Neh., 
for  the  production  of  a  weekly  feature 
and  art  service  in  mat  form.  E.  E.  Beard, 
formerly  a  Pacific  coast  publisher  is 
president.  Electric  equipment  will  be 
supplied  for  casting. 

C.  F.  Hodge,  formerly  with  the  West¬ 
ern  Newspaper  Union,  will  be  general 
manager  of  the  new  company.  Editorial 
work  will  be  in  charge  of  Charles  F. 
Wadsworth,  who  comes  from  the  ad¬ 
vertising  promotion  department  of  the 
Los  Angeles  Times.  Electricaster  Service 
will  be  released  through  the  Western 
Newspaper  Union. 

Myles  F.  Lasker,  vice-president  of  the 
Cosmos  Newspaper  Syndicate,  after  a 
tour  of  the  South,  paid  a  flying  visit 
to  New  York  last  week  before  starting 
on  a  business  trip  through  the  Middle 
West.  Among  his  syndicate’s  new  fea¬ 
tures  are  “Magic  Decorative  Motifs,” 
“Coded  Limericks”  by  S.  F.  Dickson, 
Flapper’s  Diary”  by  Constance  Tal- 
madge,  and  “Fifth  Avenue”  a  column  of 
comment  by  Mrs.  Katherine  Lane  Spaeth, 
wife  of  the  critic  and  composer. 

Five  King  Features  Syndicate  color 
comics  are  appearing  in  Chiribitss  one  of 
the  weekly  journals  of  humor  in  Madrid, 
Spain.  The  features  which  appeal  to 
Spanish  taste  arc :  “Bringing  Up  Father,” 
“Polly  and  Her  Pals,”  “Tillie  the  Toiler,” 
“Toots  and  Casper,”  “Barney  Google  and 
Spark  Plug.”  The  ballons  are  in  Spanish 
and  the  titles  have  been  changed  into 
popular  Hispanic  names. 

“Singing  Around  the  World,”  Madame 
Amelita  Galli-Curci’s  record  of  her  100,- 
000  miles  of  adventure  since  she  left 
Italy,  is  a  new  Cosmos  Newspaper  Syn¬ 
dicate,  Inc.,  feature.  It  is  illustrated  and 
describes  the  salient  points  of  the  great 
coloratura’s  life. 

“The  Life  Story  of  Christy  'Mathew- 
son”  is  a  new  feature  being  written  for 
the  Bell  Syndicate,  New  York,  by  Mrs. 
Christy  Mathewson  in  collaboration  with 
Bozeman  Bulger.  This  syndicate  also  has 
a  new  series  by  Neysa  McMein,  famous 
American  artist  and  illustrator,  on 
Numerology,  colors,  vibrations,  harmony, 
etc.,  in  relation  to  character  and  life. 

Edward  Dolbey,  of  the  New  York 
Herald  Tribune  Syndicate  will  arrive  in 
New  York  this  week  from  a  three 
months’  business  trip  by  automobile 
covering  virtually  the  entire  country.  He 


travelled  west  through  the  upper  tier  of 
states  to  Seattle,  down  the  coast  through 
.Southern  California  and  Arizona,  along 
the  Southern  states  to  Florida,  and  back 
to  New  York  through  the  East  coast 
states.  Mr.  Dolbey  was  accompanied  by 
Mrs.  Dolbey. 


Henry  Martin,  manager  of  the  Des 
Moines  Register  and  Tribune-News  Syn¬ 
dicate  visited  New  York  this  week  on 
business  following  a  trip  through  the 
South.  His  syndicate  is  handling  a  new 
feature  “Tiny  Tot  Tales”  made  up  in 
rebus  form  for  children.  It  is  written 
by  Martha  Hart  (Mrs.  Helen  Cowles 
Le  Cron)  and  lettered  and  illustrated  by 
Bob  Williams. 

The  Boy  Scouts  Association  of  America 
have  officially  approved  a  new  comic  strip 
“Good  Scout  Andy”  drawn  by  .S.  A. 
Booth  for  the  Cosmos  Newspaper  Syndi¬ 
cate,  Inc. 


Georgs  Batten  Company,  383  Madison  ave¬ 
nue,  New  York.  Has  secured  account  of  the 
Happiness  Candy  Stores,  Inc.,  Long  Island 
City,  N.  Y.  Reported  will  make  up  a  list  of 
newspapers  for  the  National  Lead  Company, 
New  York. 

Brennan-Phelps  Company,  Republic  Building, 
Chicago.  Has  secured  account  of  the  William¬ 
son  Candy  Company,  “Oh  Henry”  candy,  Chi¬ 
cago.  Reported  to  be  handling  account  of  the 
.\ddac  Company,  adding  machine.  Grand 
Rapids,  Mich. 

Charles  Advertising  Service,  Inc.,  23  East 
?6th  street.  New  York._Now  handling  account 
of  the  Massey  Harris  Harvester  Company, 
Batavia,  N.  Y. 

Critchfield  A  Company,  Brooks  Building,  Chi¬ 
cago.  Reported  to  have  secured  account  of  the 
O’Cedar  Mop  &  Folisb  Company,  Chicago. 

Eastman,  Scott  A  Comptmy,  816  Glenn  Build¬ 
ing,  Atlanta,  Ga.  Reported  will  handle  account 
of  the  Atlanta,  Georgia,  Chamber  of  Commerce. 

Hartwig  Advertising  Company,  Wainwright 
Building.  St.  Ix)uis.  Reported  to  have  secured 
account  of  the  Dorris  Motor  Car  Company, 
St.  Louis. 

Klau-Van  Pietersom-Dunlap-Younggreen,  Inc., 
417  Sycamore  street.  Milwaukee.  Now  han¬ 
dling  account  of  the  Modine  Manufacturing 
Company,  Racine,  Wis. 

Lord  A  Thomas,  247  Park  avenue.  New  York. 
Placing  orders  with  newspapers  in  selected  sec¬ 
tions  for  the  Federal  Telegraph  Company  of 
California,  Kolster  Radio,  New  York. 

McKenna-Muller,  701  7th  avenue.  New  York. 
Placing  orders  wdth  newspapers  in  selected 
sections  for  E.  H.  White  &  Company,  Villa 
Venetia  and  Daytona  Park,  Florida  real  estate. 
New  York. 

Eugene  M.  MeSwreeney  Company,  100  Milk 
street.  Boston.  Placing  orders  with  newspapers 
in  selected  sections  for  the  Bethlehem  Steel 
Company.  Whiteley  and  Foedisch  Company, 
distributors.  New  York.  “Betho  Coke.” 

Marschalk  A  Pratt,  49  West  4,'!th  street. 
New  York.  Reported  to  be  handling  account 
of  the  Onyx  Hosiery  Company,  New  York. 

Mason-Carter  Company,  270  Madison  avenue. 
New  York.  Reported  to  have  secured  account 
of  the  Magnus  Chemical  Company,  “Dif,” 
Brooklyn,  N.  Y. 

Bertram  May,  Advertising,  1520  Chestnut 
street,  Philadelphia.  Reported  to  be  preparing 
plans  for  a  newspaper  campaign  for  Louis  F. 
Neuweiler  &  Sons,  Purity  Frontenac  Pale  and 
Port  R.  Beverages,  Allentown,  Pa. 

Patterson-Andrees  Company,  1  Madison  ave¬ 
nue,  New  York.  Now  handling  account  of  the 
Tao  Tea  Company,  Tao  Tea  Balls,  New  York. 

Frank  Presbrey  A  Company,  247  Park  ave¬ 
nue,  New  York.  Again  placing  orders  writh 
newspapers  in  various  sections  for  Ernst  & 
Ernst,  audit  systems.  New  York.  Reported 
will  place  orders  with  newspapers  in  New  York 
and  New  England  for  the  Socony  Burner  Cor¬ 
poration,  New  York. 

Schultz-McGregor  Corp.,  270  Madison  avenue. 
New  York.  Now  handling  account  of  the 
Grow  Products  Company,  “Tru  Black  Stove 
Polish,”  New  York. 

J.  Walter  Thompson  Company,  242  Madison 
avenue,  New  York.  Placing  orders  with  news¬ 
papers  in  selected  sections  for  the  Norfolk- 
Portsmouth  Chamber  of  Commerce. 

Yost,  Gratiot  A  Company,  701  International 
Life  Building,  St.  Louis.  Reported  to  have 
secured  account  of  the  Emerson  Electric  Mfg. 
Company,  St.  Louis. 


Tabulation  of  430  Answers  Received  to  a 
Questionnaire  Sent  by  the  Boswell-Frankel 
Advertising  Agency,,  New  York  City,,  /o 
Two  Thoil^sand  Representative  Readers 
of  the  Sunday  edition 
I  of  THE  NEW  YORK  TIMES  i 


QUESTIONS 

1.  Do  you  regularly  read  the  Maga¬ 
zine  Sectionf 

2.  Do  the  women  of  your  home  read 
the  Magazine  Sectionf 

3.  Is  the  Magazine  Section  kept  for 
leisurely  reading? 

4.  Do  you  read  the  advertisements  in 
the  Magazine  Sectionf 

5.  Do  you  answer  the  advertisements 
in  the  Magazine  Section  f 


ANSWERS 

QA%  of  these  430  representative 
readers  regularly  read  the 
Magazine  Section. 

From  the  answers  received  it  is  indi¬ 
cated  that  in  suburban  families  not 
only  do  all  the  women  read  the  Maga¬ 
zine  Section,  but  often  they  pass  it  on 
to  others  in  the  neighborhood.  Women 
constitute  88%  of  the  readers  O  Q% 
of  the  Magazine  Section  of 
The  New  York  Times. 

have  stated  definitely  that  it  is 
'  •  ^  their  custom  to  keep  the  Mag¬ 
azine  Section  for  leisurely  reading. 
There  is  frequent  mention  of  its  being 
passed  on  from  one  to  another.  It  is 
also  kept  in  libraries. 

A  check-up  shows  that  81%  recall 
reading  advertisements  in  the  Q  1  % 
Magazine  Section.  O-L 

C^%  of  the  readers  who  responded 
^  to  the  qu estionnai  re  stated  that 
they  had  answered  advertisements  in 
the  Magazine  Section  of  The  New 
York  Times  Sunday  edition. 

More  than  600,000  men  and  women 
buy  The  New  York  Times  every  Sun¬ 
day.  Of  these,  400,000  are  in  New 
York  City  and  within  a  radius  of  150 
miles. 


56^- 


Editor  &  Publisher  for  November  21,  19  2  5 


27 


I 


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Contains  More  Basic  Facts  On  Newspaper  Markets 
Than  Ever  Before  Published 

All  National  Advertisers  and  Advertising  Agents  should 
avail  themselves  of  this  service.  It  will  be  of  inestimable 
value  in  helping  to  solve  problems  in  the  distributing  and 
sales  departments,  as  well  as  advertising  and  promotion 
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28 


Editor  &  Publisher  for  November  21,  1925 


S' 


'  i 


\ 


4. 


WITH  THE  GENERAL  ADVERTISERS 


American  Bottler*  Plan  Four  Year  Campaign — $300,000  Atlanta 
Campaign  to  Be  Launched  in  1926 — Krekell  Join*  Gold 
Du*t  Corporation — Hupp  Sale*  Ri*e 


Sales  of  Hupmobile  eights  for  the 
eleven  months  to  Nov.  30  will  be  13,500 
cars,  according  to  O.  C.  Hutchinson, 
general  sales  manager  of  Hupp  Motor 
Car  Corporation. 


A  FOUR-YEAR  national  advertising 

campaign  is  to  be  inaugurated  in  the 
near  future  by  the  American  Bottlers 
of  Carbonated  Beverages,  the  national 
association  of  the  manufacturers  of  “soft 
drinks.”  Endorsement  by  unanimous 
vote  of  the  proposal  to  enter  upon  a 
large  advertising  program  was  one  of 
the  outstanding  actions  of  the  recent 
Annual  A.B.C.B.  Convention,  held  in 
Kansas  City,  Mo.,  and  a  contract  for  its 
execution  has  been  made  with  the  Millis 
Advertising  Company,  of  Indianapolis, 
Ind. 

The  campaign  will  be, an  educational 
one  designed  to  impress  upon  the  general 
public  the  food  and  health  values  of 
bottled  carbonated  beverages  and  the 
sanitary  methods  employed  in  their  man¬ 
ufacture  and  distribution.  It  will  be 
financed  by  the  individual  bottlers  and 
by  the  manufacturers  of  supplies  and 
equipment  used  by  the  bottlers,  and  will 
be  carried  on  in  the  leading  national 
publications  of  this  country. 

Plans  for  the  financing  of  the  cam¬ 
paign  over  a  period  of  four  years  by  an 
equitable  prorating  of  contributions  from 
the  bottlers  and  their  supply  houses,  the 
preparation  of  copy  and  a  consideration 
of  mediums  to  be  used,  are  in  the  hands 
of  the  .A.B.C.B.  Advertising  Committee 
which  is  working  with  representatives  of 
the  Millis  Company. 

The  A.B.C.B.  Advertising  Committee 
is  composed  of  Charles  \".  Rainwater, 
Atlanta,  Ga.,  chairman ;  I.  M.  Oberfeld- 
cr,  Baltimore,  Md.,  and  H.  E.  Kimball, 
Millis,  Mass. 

The  Millis  Company  handled  the  “Say 
It  With  Flowers”  campaign  of  organized 
floriculture;  the  “Gifts  That  Last”  cam¬ 
paign  of  the  National  Jewelers’  Pub¬ 
licity  Association,  and  the  advertising 
of  a  nation-wide  group  of  large  tourist 


camjw  by  the  National  .Association  of 
Motor  Lodges. 


Fred  Millis,  president  of  the  Millis 
-Advertising  Company,  in  a  statement  to 
Editor  &  Publisher  said  that  no  defi¬ 
nite  information  as  to  the  size  of  the 
budget  or  the  media  to  be  used  is  avail¬ 
able  at  this  time.  His  agency  is  now 
making  a  nation-wide  survey  which  will 
take  six  weeks  or  two  months  to  com¬ 
plete,  he  stated. 


The  directors  of  the  Carbide  &  Car¬ 
bon  Chemicals  Corporation,  a  subsidiary 
of  the  Union  Carbide  &  Carbon  Corpor¬ 
ation,  recently  elected  W.  F.  Barrett 
president.  Mr.  Barrett  is  also  president 
of  the  Linde  -Air  Products  Company  and 
the  Prest-O-Lite  Company,  Inc.,  both 
of  which  are  subsidiaries  of  the  Union 
Carbide  &  Carbon  Corporation. 


of  advertising  manager  of  the  John 
Wanamaker  store,  Philadelphia.  Mr 
Conell  succeeds  H.  Gordon  Cilley,  who 
recently  resigned,  after  16  years  of  as¬ 
sociation  with  the  store.  Mr.  ContH 
comes  from  Gimbel  Brothers,  where  he 
was  a  member  of  the  advertising  (l^ 
partment.  Prior  to  that,  he  was  adver¬ 
tising  manager  of  Strawbridge  k 
Clothier  for  two  years. 


FLASHES 


-Atlanta’s  $300,000  campaign  of  nation¬ 
al  advertising,  said  to  be  the  largest 
ever  undertaken  by  a  single  city,  will 
be  handled  by  Eastman,  Scott  &  Co., 
-Atlanta  advertising  agency,  according  to 
Ivan  E.  Allen,  chairman  of  the  commit¬ 
tee  of  Atlanta  citizens  superintending 
the  expenditure  of  funds. 

The  amount  was  raised  by  popular 
subscription.  The  Atlanta  agency  is  now 
at  work  on  its  definite  program  of  ad¬ 
vertising,  actual  copy  on  which  is  ex¬ 
pected  to  begin  early  in  1926. 

E.  Gerry  Eastman,  is  president  of 
Eastman,  Scott  &  Co.,  and  Myra  C. 
Scott,  vice-president.  James  E.  Winn 
is  secretary-treasurer. 


The  Monterey  (Cal.)  Sardine  Canners’ 
Association  has  been  organized,  with  all 
the  sardine  canning  firms  represented. 
Herbert  Hume,  superintendent  of  the 
local  plant  of  the  F.  E.  Booth  Company, 
has  been  chosen  president ;  Ernest  Bern¬ 
stein,  of  the  Carmel  Canning  Company,  is 
vice  president,  and  Joseph  Alves,  assist¬ 
ant  manager  for  the  F.  E.  Booth  Com¬ 
pany,  is  secretary.  No  statement  was 
made  regarding  possible  advertising  plans 
of  the  organization. 


Deal  gently  with  fools ;  some  day  yon 
may  be  one  yourself. — Binghamton  Presi 


The  way  people  who  owe  us  approach 
the  settlement  question  makes  us  feel  like 
addressing  them  in  French. — Columbtt 
(O.)  State  Journal. 


Really,  we  cannot  see  that  President 
Lowell,  has  any  ground  for  complaint  b^ 
cause  there  are  too  many  athletes  at  Har¬ 
vard. — /.  J.  Montague  in  New  Yori 
Herald  Tribune. 


The  Reo  Motor  Cor  Company  deliv¬ 
ered  more  than  34,0(X)  cars,  trucks,  buses 
and  taxicabs  during  the  fiscal  year  ended 
-Aug.  31,  or  7,000  more  than  in  the  pre¬ 
ceding  year,  a  recent  report  states.  Last 
month  Reo  delivered  more  units  than  in 
any  previous  October.  November  pro¬ 
duction  will  approximate  2,600  units. 
Dealers’  stocks  are  only  40  per  cent  as 
large  as  a  year  ago. 


National  policy;  Group  appetite.— 
Nciv  York  Telegram  and  Evening  Mail, 


If  it  were  not  for  this  modern  dancing, 
a  lot  of  our  young  people  would  never 
get  any  exercise.— Beaumont  (Tex.)  £*- 
tcrpri.re. 


Buick  Motor  Company’s  New  York 
branch  sold  1,287  cars  in  the  metro¬ 
politan  district  during  October,  the  sec¬ 
ond  largest  monthly  volume  this  year. 
In  sales  volume  Buick  was  second  only 
to  Ford,  which  led  by  37  cars. 


The  consolidated  statement  of  Stewart- 
Warner  Speedometer  Corporation  as  of 
Sept.  30,  192.S,  shows  total  assets  of 
$39,788,927.  compared  with  $27,069,981 
Sept.  .30.  1924.  Profit  and  loss  surplus 
totaled  $15,792,076,  asrainst  $13,,361,930. 


-A  cooperative  group  life  insurance  pro¬ 
gram  offering  equal  benefits  to  all  its 
employes,  from  the  highest  officials  down, 
has  ju.st  been  adopted  by  the  National 
Biscuit  Company.  The  insurance  is  ex¬ 
pected  to  total  nearly  $30,000,000  and  will 
provide  protection,  without  medical  exami¬ 
nation.  for  approximately  25,000  men  and 
women  in  more  than  300  cities  of  the 
United  States. 


Lots  of  people  who  wear  glasses  can't 
see  their  own  mistakes. — Columbia  Rec¬ 
ord. 


-A  high-powered  car  never  should  be 
entrusted  to  a  low-powered  set  of  brains. 
— J.  R.  Wolf  in  Mihvaukee  Journal. 


It’s  a  wonder  high  prices  dont  come 
clown  once  in  a  while  to  get  on  speaking 
terms  with  the  country  they  were  raised 
in. — .itlanta  Constitution. 


H.  S.  Conell  has  assumed  the  duties 


•A  conservative  politician  is  one  in 
office. — Columbia  Record. 


Again  We  Ask — Where  Do  the  Checking  Copies  Go  ? 


Harrisburg  Telegraph 

Harrisburg,  Pa. 


“After  a  thorough  trial,  we  are  con¬ 
vinced  that  you  have  the  Advertising 
Checking  Bureau.  Inc.,  functioning  as 
nearly  perfect  as  it  is  possible  to  make 
any  service  that  aims  to  supply  check¬ 
ing  copies  to  advertisers. 


IF  every  newspaper  publisher  was  to 
use  our  complete  checking  proof 
service  he  would  find  his  answer 
to  this  vexing  problem.  ' 


The  Houston  Chronicle 


Houston,  Texas. 


Since  using  your  complete  service  we 
have  had  very  few  calls  for  additional 
checking  copies  and  the  prompt  and 
efficient  manner  in  which  you  handle 
these  few  calls  has  convinced  us  that 
you  have  this  work  down  to  a  real  sys¬ 
tem  and  that  you  are  really  doing  re¬ 
markable  work. 


Our  service  would  mean  a  definite  re¬ 
lief  to  his  office  as  we  would  assume 
the  entire  detail  work  of  supplying 
checking  proofs  promptly  and  efficiently 
to  ALL  of  his  customers — agencies  and 
advertisers. 


“I  am  in  receipt  of  your  letter  of  Novem¬ 
ber  6th  advising  that  you  are  now  plan¬ 
ning  an  extensive  campaign  to  extend  your 
service  by  the  addition  of  more  subscrib¬ 
ers  and  requesting  me  to  briefly  set  forth 
the  benefits  that  we  are  receiving  from 
the  Advertising  Checking  Bureau,  and  I 
am  pleased  to  submit  the  following: 


Cl)  Tour  tervice  hu  relieved  ui  of  con¬ 
siderable  work  and  annoyance  in 
mailing  out  tear  sheets  direct  to  ad¬ 
vertisers. 


(S)  The  present  system  of  rettinx  out 
checking  copies  is  much  less  expen¬ 
sive  than  the  old  method. 


(3)  It  has  been  our  experience  that  your 
method  of  delivering  tear  sheets  is 
more  certain,  which  greatly  stimu¬ 
late*  collection*. 


We  have  no  hesitancy  in  advising  any 
publisher  who  wants  prompt  and  effi¬ 
cient  checking  copy  service  without 
annoyance  to  tie  up  with  your  organi- 


Over  two  hundred  newspapers  are  now 
subscribers — and  each  one  started  by 
accepting  our  two  months’  trial  test. 


(’4)  Oonerall7  ■peaking,  we  believe  that 
molt  arenciee  prefer  to  receive  tear 
sheets  through  the  AdvertiilnK 
Checkinr  Bureau  rather  than  to  re¬ 
ceive  them  direct  from  the  pub¬ 
lisher. 


Would  you  take  that  chance? 


Yours  very  truly. 


About  the  only  thing  that  would  cause  us 
to  go  back  to  the  old  method  would  be 
for  the  Advertising  Checking  Bureau  to 
cease  to  exist  and  f  do  not  hesitate  to  say 


HARRISBURG  TELEGRAPH, 
A.  R.  Michener,  General  Manager.” 


A  revelation  in  service  awaits  you. 


cease  to  exist  and  I  do  not  hesitate  to  say 
that  the  Houston  Chronicle  is  well  pleased 
with  the  service  that  you  are  rendering. 
Very  truly  yours, 

G.  L.  Mims,  Secretary.” 


THE  ADVERTISING 


338  So.  Clark  St. 
C  H  I  C  AG  O 


w 


CHECKING  BUREAU,  Inc. 


15-19  East  26th  St. 
NEW  YORK 


,  / 


Editor  &  Publisher  for  November  21,  19  2  5 


ADVERTISING  AGENCY  AFFAIRS 

Paul  Grant  Joins  Campbell-Ewald — Buffalo  Agencies  Consolidate 
New  Pennsylvania  Agency  Applying  for  Charter 


HT.  EWALD,  president  of  the  Camp- 
•  bell-Ewald  Company,  has  announced 
the  appointment  of  Paul  Grant  as  a  mem- 
of  the  Detroit  staff  of  contact  execu¬ 
tives.  Mr.  Grant  specialized  in  handling 
nail  order  accounts  with  Kuthruff  & 
Rnn,  Chicago,  for  the  last  seven  years, 
fir  two  years  he  was  attached  to  the 
Sew  York  offices  of  McLean-Simpers, 
gn  advertising  agency  specializing  in 
technical  accounts.  He  obtained  his  first 
ahrertising  experience  with  Fred  Sart, 
Chicago. 

Celebrating  its  second  anniversary,  the 
Schafer  Advertising  Agency,  Mead 
bolding,  Rockford,  Ill.,  issued  an  artistic 
brochure  with  pictures  of  Frederick  B. 
Stiafer,  president,  formerly  of  the  Tay¬ 
lor  Critchfield  Agency,  Chicago ;  George 
M.  Hodge,  vice-president,  Janet  Wattles, 
secretary;  John  Craig,  treasurer. 

The  E.  P.  Remington  and  Walz  ad¬ 
vertising  agencies  at  Buffalo  have  been 
incorporated  under  the  name  E.  P.  Rem- 
mirton  .Advertising  Agency,  Inc.,  with 
o^s  at  1280  Main  street,  Buffalo.  The 
reorganized  company  has  as  its  officers 
.\Wison  F.  Vars,  president;  Raymond 
E  Walz,  first  vice-president;  Frederick 
W.  Kendall,  Jr.,  second  vice-president; 
E  K.  Emerson,  secretary;  and  William 
].  Richard,  treasurer.  .Appointments  in- 
dode  C.  \V.  Good  as  production  manager 

WINS  ELECTION  ON 
“DEBUNKED”  PLATFORM 


Tom  Sterrett,  Erie  (Pa.)  Times 
Columnist,  Sweeps  County  in 
Nov.  3  Election — Will  Con¬ 
tinue  Newspaper  Work 


“People  are  tired  of  political  bunk !”  ‘ 
Thomas  Garfield  Sterrett,  columnist  on 
the  Erie  (Pa.)  Daily  Times,  sets  that 
as  proposition  No.  1  for  aspiring 
politicians  following  his  overwhelming 
election  Nov.  3  as  sheriff  of  Erie  County, 

•  1 ,  on  a  wet,  independent  ticket  in  a  dry, 

■  ck-bound  Republican  county.  He  ran 
?  the  largest  majority  ever  received  by 
i  candidate  for  the  office. 

Sterrett,  who  was  in  charge  of  the 
department  of  the  Marines  dur- 
mg  the  war,  and  who  has  had  long  ex- 
rfritiicc  in  newspaper  work  and  advertis- 
"c.  ran  on  a  “de-bunked”  platform. 

_  It  fascinated  the  public  because  of  its 
ttinkness  and  made  politicians  aghast  for 
'■  (  same  reason. 

Through  his  “What  D’ye  Know”  col- 
nnn  in  the  Times  he  told  voters  he  didn’t 
^t  the  office  in  order  to  render  lofty 
*nrice”  to  the ’community,  but  because 

*  n^ed  the  money  more  than  any  other 
Qndidate. 

He  told  them  he  wasn’t  going  to  vote 
»y”  and  drink  “wet” — that  he  was  “108 
per  cent  wet,”  and  would  leave  enforce- 
of  the  prohibition  laws  to  State  and 
ridml  authorities. 

He  declared  allegiance  to  no  party  or 

troup. 

,  He  told  voters  he  would  give  only  part 
I™*  to  the  sheriff’s  job,  and  continue 
’■s  newspaper  work  on  the  Times. 

«r.^  Sterrett  discussed  his  unusual 
®®paign  in  New  York  this  week  for 
“jJOR  &  PtTBLISHER. 

"  think  my  election,  if  it  proves  any- 
that  people  are  tired  of 
bunk.  I  simply  told  them  what 
Would  and  would  not  do  if  I  were 
My  advertising  experience  had 
“’Wht  me  the  value  of  reiteration — I 
?’’'>r'df'd  the  same  ideas  home  every  day 
my  column.  I  used  no  paid  advertis- 
7?,  and  promoted  my  campaign  solely 
my  column. 

J*  think  my  campaign  demonstrates 
the  txiwer  of  newspapers  to  influence 
™hc  opinion  has  not  waned.  It  was  a 


and  Henry  W.  Comstock  as  assistant  to 
the  president.  The  corporation  controll¬ 
ing  the  new  company  has  a  capital  of 
$50,C(X). 

George  Batton  Company,  Inc.,  have 
been  appointed  by  the  Happiness  Candy 
Stores,  New  York  City,  to  direct  their 
advertising.' 

Miss  Cora  I.  Leiby,  formerly  with  the 
trade  extension  department  of  the  H.  W. 
Gossard  Company,  corset  manufacturers, 
Chicago,  has  joined  Irvin  F.  Paschall, 
Inc.,  advertising  agency  in  the  McCor¬ 
mick  Building,  Chicago. 

The  New  York  Advertising  Agency 
has  moved  its  offices  to  441  Lexington 
Avenue,  New  York.  They  were  former¬ 
ly  in  the  Tribune  Building. 

H.  Serwer,  Inc.,  advertising.  New 
York,  has  moved  from  260  West  35th 
street,  to  larger  quarters  in  the  Greeley 
Arcade  Building,  128-134  West  31st 
street. 

Application  for  the  Pennsylvania  chart¬ 
er  for  the  Smith,  Schreiner  &  Smith,  Inc., 
advertising  agency  of  Pittsburgh  will  be 
made  on  Dec.  8.  The  incorporators  are 
Lambert  Smith,  G.  Reed  Schreiner  and 
Leo  N.  Dillon. 

matter  of  creating  public  interest  in  a 
personalitv  through  a  newspaper  column. 
I  believe '  firmly  that  in  these  days  of 
standardized  newspapers  and  wishy-washy 
editorials  readers  look  for  a  definite  per¬ 
sonality  in  the  paper  with  whose  opinion 
they  can  either  take  issue  or  concur.” 

The  new  Erie  County  sheriff  intends  to 
continue  newspaper  work,  as  he  promised 
the  voters,  leaving  the  routine  duties  of 
his  office  in  the  hands  of  deputies. 

Mr.  Sterrett  joined  the  Erie  Tirnes  last 
April,  after  two  years  on  the  Erie  Dis¬ 
patch-Herald.  After  serving  as  pub- 

•  licity  director  for  the  Marines  he  was 

•  with  the  .American  .Association  of  .Adver¬ 
tising  .Agencies  when  that  organization 
was  handling  government  advertising. 

I  Mr.  Sterrett’s  political  experiences 
’  will  appear  in  hook  form  in  January 
under  the  title  “Running  for  Sheriff,”  he 
;  has  announced. 


El  Paso  Time*  Open*  N.  Y.  Office 

The  El  Paso  (Tex.)  Times  on  Nov.  1 
opened  its  own  New  York  advertising  of¬ 
fice  at  19  W.  44th  street,  with  M.  S. 
Cadden,  former  advertising  manager  of 
the  Times,  in  charge.  In  addition  to  its 
Sunday  English  edition,  the  Times  prints 
a  weekly  Spanish  edition  dated  Sunday 
and  issued  on  Friday.^  M.  J.  Boretz  is 
advertising  manager  in  charge  of  the 
Spanish  edition;  E.  T.  McCormick  has 
charge  of  advertising  in  the  English  edi¬ 
tions,  with  the  title  of  assistant  advertis¬ 
ing  manager. 

Will  Roger*  Advi*e*  New  Orlean* 

When  Will  Rogers  visited  New  Or¬ 
leans  recently  the  Sunday  Item-Tribune 
printed  a  4-page  Will  Rogers  section 
carrying  a  full  page  ad  placed  by  the 
city  of  New  Orleans  and  containing  a 
letter  of  welcome  from  the  Mayor.  Be¬ 
fore  leaving  town  Mr.  Rogers  bought 
half-page  space  in  Item-Tribune,  States 
and  Times-Picayune  thanking  the  Mayor 
for  his  welcome.  The  comedian  advised 
the  city  to  stick  to  its  customs  and  tra¬ 
ditions  rather  than  becoming  a  “typical 
commercial  club  town.” 

Start*  Merchandi*ing  Paper 

The  Grand  Rapids  (Mich.)  Press  this 
month  started  publication  of  The  RetaJ- 
er'.f  Bulletin,  merchandising  paper,  which 
will  be  issued  monthly. 


Vi^NTED:  An  Opportunity 
to  Help  Build  a  Few 
Conspicuous  Successes 


There  are  good  reasons  why  we  can  be  ex¬ 
ceptionally  helpful  to : 

A  Food  Account  that  will  not  conflict  with 
MUELLER’S  MACARONI 

A  Toilet  Goods  account  that  will  not  conflict 
with  the  products  of 

V.  VIVAUDOU,  Inc. 

A^  Household  Utensil  account  that  will  not 
conflict  with 
WISS  SHEARS 

A  Musical  Instrument  account  that  will  not 
conflict  with 

HOHNER  HARMONICAS 

•V  looL  Account  that  will  not  conflict  with 

KRAEUTER  PLIERS 

A  Sporting  Goods  .Account  that  will  not  con¬ 
flict  with 

KROVDON  GOLF  CLUBS 

A  Proprietary  Account  that  will  not  con¬ 
flict  with  the  products  marketed  by 
SMITH,  KLINE  &  FRENCH 

Al.L  the  advertisers  mentioned  above  are  con- 
*^^spicuous  successes.  We  do  not  claim  that 
we  made  them  so.  They  would  have  succeeded 
without  us— but  they  are  kind  enough  to  say 
that  our  assistance  has  been  of  unusual  value 
liecause  in  each  instance  we  were  able  to  sup¬ 
ply  the  close  and  constant  services  of  a  man 
exj^erienced  in  handling  their  special  problems. 

Our  clients  have  helpied  us  as  much  as  we 
have  helped  them.  The  knowledge  we  have 
absorbed  and  the  experience  we  have  gained 
in  our  contact  with  them  is  at  your  disposal. 

A  word  from  you  will  put  you  in  touch  with 
the  man  in  our  organization  who  speaks  the 
language  of  your  business  most  fluently.  He 
will  not  weary  you  w’ith  many  words ;  but  what 
he  says  will  have  meat  in  it. 


Charles  C. 

Green 

Advertising  Agency  Ino 

4^0  Fourth  Ave..  New  York 

Phone,  Ashland  60S0 


Estey  Building 
PHILADELPHIA 

MONTREAL  H.- 


MORE  SCIENTIFIC  NEWS 
IN  FRENCH  PAPERS 


NEWSPAPER  ADVERTISING 
CUTS  MONTH  SALE  TO  8 
DAYS 

Come  time  back  a  well  known 
^  clothing  store  at  Wabash,  Ind, 
went  into  the  hands  of  a  receiver. 
The  receiver  was  instructed  by  the 
court  to  liquidate  the  stock.  He 
used  newspaper  space  to  aid  in 
this.  Here  are  some  of  the  things 
accomplished: 

The  sale  was  planned  to  last  a 
month,  but  was  cut  short  because 
all  merchandise  was  sold  at  the 
end  of  eight  days. 

At  the  end  of  two  days,  more 
money  had  been  taken  in  than  was 
offered  for  the  entire  stock  by  the 
highest  bidder. 

Receipts  for  the  entire  eight 
days  were  far  in  excess  of  expects* 
tions. 

The  sale  recognized  as  one  of 
the  biggest  merchandising  events 
ever  held  in  Wabash. 

Since  the  stock  had  to  be  liqui¬ 
dated,  creditors  and  customers 
both  profited. 


NEWSPAPER  MAKERS  AT  WORK 


Elditora  Recognizing  Heightened  Public 
Interest  in  Science  by  Giving 
Space  to  New  Inventions 
and  Discoveries 


By  PHIUP  SCHUYLER 


Paris,  Nov.  10. — In  connection  with 
the  article  which  appeared  recently  in 
Editor  &  Publisher,  “Science  Unex¬ 
plored  Journalism  Field"  it  is  interest¬ 
ing  to  note  that  the  need  for  more  scien¬ 
tific  news  is  being  felt  as  much  in  France 
as  elsewhere.  Where  before  the  war  a 
scientific  article  was  a  rarity  in  the  Paris 
press,  now  almost  every  newspaper  car¬ 
ries  each  day  articles  on  scientific  sub¬ 
jects. 

The  automobile  first  got  French  people 
interested  in  mechanics,  as  was  manifest 
by  the  huge  attendance  at  the  automo¬ 
bile  expositions  before  the  war.  The 
cinema  added  to  this  interest,  and  now 
wireless  holds  so  many  that  there  are 
few  today  ignorant  of  the  elements  of 
electricity. 

The  first  inkling  newspaper  editors  in 
France  got  of  the  possibilities  of  inter¬ 
esting  their  readers  with  more  news  of 
a  scientific  nature  was  when  a  monthly 
review  entirely  devoted  to  mechanics  and 
science  appeared.  Its  success  was  phe¬ 
nomenal.  Then  one  paper  after  another 
began  to  publish  articles  on  the  latest 
inventions  and  discoveries. 

In  the  forefront  of  such  newspapers 

_ ^ . . .  ^  might  certainly  place  Excelsior,  a 

Paterson''Gua'rdian  an^  the^'two "  oldest  belonging  to  the  group  of  publi- 

evening  newspapers  in  Paterson  were  cations  owned  by  Senator  Paul  Dupuy. 
merged.  Mr.  Rrvant  is  now  secretary  This  paper  loses  no  opportunity  to  make 
and  treasurer  of  the  Guardian  Printing  known  the  latest  inventions,  giving 
and  Publishing  Company.  He  is  also  a  clearly-drawn  diagrams  and  explana- 
part  owner.  tions  written  in  the  simplest  language. 

With  the  exception  of  eight  months  Even  a  weekly  publication  devoted  to  suit  in  $2,500,000.  being  spent  by  the 
spent  in  Spanish-.Xmerican  war  service  literature,  Les  Nouvelles  Litteraires,  has  Inland  Empire  Paper  Company  at  it 

with  the  First  New  York  Volunteer  ®  small  section  set  apart  for  science,  al-  mill  at  Millwood,  Wash.,  was  announced 

though  one  hardly  expects  the  reader  in  Spokane  by  Judson  G.  Rosebush,  presi- 

who  delights  in  verse  and  elegant  prose  dent,  this  week.  Mr.  Rosebush  came 

to  be  interested  in  machinery  and  inven-  west  from  .Appleton,  Wis.,  to  confer  with 

tion.  This  is  merely  cited  as  an  example  officials  of  the  company. 

of  the  great  attention  being  paid  to  sci-  - 

ence  in  French  newspapers.  Because  they  “turn  the  trick”  Editm 

The  Temps  never  fails  to  report  in-  &  Pi  blisher  classified  columns  show  in¬ 
ventions  or  discoveries  and  reports  faith-  creased  use  weekly. 


W.  B.  Bryant  Makes  Friends 


^^XpRIENDS,”  said  W.  B.  Bryant,  busi¬ 
ness  manager  of  the  Paterson  (N. 

J.)  Press-Guardian,  “are  the  Iiest  assets 
a  newspaper  man  can  have.” 

And  at  the  convention  of  the  American 
Newspaper  Publishers  .Association  at 
White  Sulphur  Springs  last  week,  it  was 
conclusively  proved  Mr.  Bryant  has 
many  friends  in  this  business.  lie  also 
made  many  more  for  himself. 

Mr.  Bryant  was  chairman  of  the  pro¬ 
gram  committee,  which,  with  the  aid  of 
the  association’s  board  of  directors,  and 
1..  B.  Palmer,  manager,  planned  and 
executed  what  those  who  attended  de¬ 
clared  was  the  greatest  convention  in  the 
history  of  the  A.  N.  P.  .A. 

“If  a  newspaper  association  accom¬ 
plishes  nothing  else,  it  at  least  creates  a 
remarkably  tine  spirit  of  friendliness 
among  publishers,”  Mr.  Bryant  said  in  Charlotte  N.  C  ai 
an  interview.  “I  am  a  firm  believer  in  including  about  75  news 
association  work,  briendly  co-operation  publishers,  Tuesday  jo 
among  publishers  is  of  great  benefit  to  q,]  \\ade  11.  Harri 
the  entire  profession.”  Charlotte  Observer,  at  ; 

That  Mr.  Bryant  has  alw'ays  believed  the  Chamber  of  Comme 
in  the  value  of  newspaper  associations  of  the  fiftieth  anniversi 
can  be  seen  in  a  summary  of  his  career,  ning  of  his  newspaper 

In  the  first  place  he  is  the  -son  of  Wil-  The  occasion  was  f 
liam  Cullen  Bryant,  late  publisher  of  addresses  by  Theodore 
the  Brooklyn  Daily  Times,  who  was  one  Commerce  and  finan 
of  the  organizers  and  the  first  secretary  J.  W.  .Atkins,  of  Gasti 
and  manager  of  the  .A.  N.  P.  A.  The  the  North  Carolina  P 
son  has  carried  along  his  father's  interest  former  Governor  Cai 
in  this  national  newspaper  organization.  .Associate  Justice  Her 
For  the  past  three  years  he  has  been  the  North  Carolina  Sir 
chairman  of  the  .A.  N.  P.  .A.’s  advertising  Mayor  Harvey  W.  Mo 
agency  committee,  which  he  resigned 
this  year  to  become  chairman  of  the  top¬ 
ics  committee. 

In  his  own  State.  Mr.  Bryant  is  also 
actively  interested  in  association  work. 

He  is  a  former  president  of  the  New 
Jersey  Press  .Association  and  the  Passaic 
County  Newspaper  .Association. 

This  year  he  was  elected  delegate  to 
the  advisory  board  of  the  .Associated 


CHARLOTTE  PUBLISHER  HONORED 


The  Ludlow 'Equipped  Newspaper  Constantly  Holds 

A  New  Attractiveness 
for  Its  Readers 


THERE’S  a  keen  satisfaction  for  the  newspaper 
owner  and  advertiser  in  the  sparkling,  clean  ap¬ 
pearance  of  all-slug  display  advertising  composition 
cast  on  the  Ludlow. 

With  the  elimination  of  worn,  battered,  broken  type, 
Ludlow  equipped  newspapers  take  on  a  new  attractive¬ 
ness  and  typographic  beauty  because,  from  the  day  the 
Ludlow  is  installed,  their  display  is  always  set  in  new, 
attractive  and  well  proportioned  faces.  The  Ludlow-set 
paper  represents  a  saving  in  time,  an  increase  in  compos¬ 
ing  room  efficiency  and  a  lower  productive  cost,  to  say 
nothing  of  floor  space  saved  by  elimination  of  type  cases. 

A  Ludlow  w'ill  produce  an  inexhaustible  supply  of  type  in 
slug  lines,  from  six  to  sixty  point,  including  light,  bold  and  extend¬ 
ed  faces — all  without  mold  or  machine  changes. 

There  is  a  universal  application  of  the  Ludlow  in  the  worlds' 
newspaper  plants.  'I'he  biggest  metropolitan  dailies  have  installed 
Ludlows  because  their  readers  and  advertisers  demand  the  best — 
the  struggling  country  weekly  uses  the  Ludlow  because  it  con¬ 
serves  energy  and  spells  economy. 


- FLORIDA - 

SuDshine  City’s  Largest  CircuIatioD 

Tfc.  DAILY  NEWS,  Si. 


.  _ .  Petertborg*t  Pie* 
tore  Paper,  has  the  Urge*!  circulation  in 
the  Sunshine  City. 

The  DAILY  NEWS  was  started  on  March 
sixteenth  last.  Its  circuUtion  ia  growing 
daily  .  .  .  On  October  tenth  it  reached 
Bfteen  thousand,  without  the  aid  of  any 
circulation  campaign. 

It  carries  the  flag  of  progressive  newspaper 
achievement  in  Western  Florida.  Every* 
body  readt  the  NEWS,  Any  bank 
reference. 


30xxilir®Njews 

■T.  pbtersiuroS  mctuzb  papbr 

.STPETEBSBURCS  PICTURE  PAPER, 


Ludlow  Typograph  Company 

2032  Clybourn  Avenue,  Chicago 

San  Francisco:  5  Third  street  •  New  York:  63  Park  Row 
Atlanta:  41  Marietta  Street  Boston:  261  Frankiin  Street 


Owne4  by  Frank  Fortima  Polvar 
Edited  by  Major  Alfred  Birdaall 

REPRESENTED  BY 

GEORGE  B.  DAVID  COMPANY 

NEW  YORK:  11*  East  42ii<l  Street 
CHICAGO:  UU  Hartford  BuiidkiK 


' 


Editor  &  Publisher  for  November  21,  1925 


31 


W.  A.  WHITE  HONORED 
BY  SIGMA  DELTA  CHI 


ICanias  Editor  Named  Honorary  Preci* 
dent  at  Boulder  Meet — Josepk 
Pulitzer  Jr.,  Honored — Clark 
Named  Preaident 


•  (By  Telegraph  to  Editor  &  Publisher) 

Boulder,  Colo.,  Nov.  18. — Special  busi¬ 
ness  sessions  of  the  eleventh  annual  con¬ 
vention  of  Sigma  Delta  Chi,  national  pro¬ 
fessional  journal¬ 
istic  fraternity, 
came  to  a  close 
this  noon. 

William  Allen 
White,  publisher 
of  the  Emporia 
(Kan.)  Gazette, 
was  elected  honor¬ 
ary  president ; 

Donald  H.  Qark, 
editor  of  the  Mid- 
Continent  Banker, 

St.  Louis,  and 
national  secretary 
this  past  year  was 
chosen  president;  William  Allen  White 
Joseph  Pulitzer, 

Jr.,  owner  of  the  St.  Louis  Post-Dispatch 
was  chosen  national  honorary  member; 
James  A.  Stuart,  managing  editor  of  the 
Indianapolis  Star,  first  national  vice-presi¬ 
dent;  Lawrence  R.  Murphy,  head  of  the 
Department  of  Journalism,  University  of 
Illinois,  second  vice-president ;  Roy  L. 
French  head  of  the  Department  of  jour¬ 
nalism,  University  of  North  Dakota, 
secretary.  Mortimer  Goodwin,  Chicago, 
treasurer;  and  Robert  B.  Tarr,  Detroit, 
alumni  secretary  and  director  of  persormel 
bureau  were  other  officers  elected. 

Executive  councilors  elected  were 
Franklin  Reck,  director  of  publicity,  Iowa 
State  College;  R  A.  McMahon,  director 
of  sports  publicity,  Purdue  University ; 
Carl  Shoup,  editorial  department,  New 
York  World  and  Gifford  Deputy,  Des 
Moines,  la.  The  Wisconsin  chapter  at 
Madison  will  be  host  to  the  1926  conven¬ 
tion. 

Two  chapters  were  granted  to  petition¬ 
ing  groups,  Upsilon  Pi  Chi,  a  local  fra¬ 
ternity  at  the  University  of  South  Dakota 
and  the  Fourth  Estate  Gub  at  Butler 
University  were  admitted.  A  model  initi¬ 
ation  through  which  Sidney  B.  Whipple, 
managing  editor  of  the  Denver  Express 
became  an  associate  member  of  the 
Colorado  chapter  was  put  on  before  the 
convention  by  that  Chapter  Tuesday 
morning. 

First  place  in  the  annual  Chapter  Effi- 


PROGRESS 

Is  Reflected  in 

LINEAGE  GAINS 

THE 

Baltimore  News 

and 


GAINED 

15,000  Lines 

of  National  Advertising 
Week  ending  Nov.  1st! 

Hie  New*  and  American  serve  a 
greater  number  of  readers  than 
any  other  Baltimore  combination. 

Sold  Separately  or 
in  Combination 

Payne,  Bums  &  Smith  Co. 

Eastern  Representative. 

Q;  Logan  Payne  Company 
Western  Representative. 


ciency  Contest  was  won  by  the  North 
Dakota  Chapter  which  received  a  cup 
given  by  Prof.  F.  W.  Beckman  of  Iowa 
Chapter  former  national  honorary  presi¬ 
dent.  Five  other  chapters  placing  and 
in  their  order  were  Iowa,  Colorado, 
Oregon,  Wisconsin,  and  Toronto.  The 
Efficiency  Cup  is  presented  to  stimu¬ 
late  the  professional  character  of  the 
meetings. 

The  Kansas  City  Star  was  selected  to 
be  used  in  ritual  ceremonies  as  a  repre¬ 
sentative  .\merican  paper.  Each  year  a 
different  paper  is  .selected.  Donald  H. 
Clark,  newly  elected  president,  was  ac¬ 
credited  with  having  given  the  greatest 
service  to  Sigma  Delta  Chi  for  the  past 
year  and  was  awarded  the  Wells  Memor¬ 
ial  Key,  the  only  jeweled  insignia  of  the 
organization.  The  convention  was  called 
to  order  by  Ralph  L.  Crosman  of  the 
Department  of  Journalism,  University  of 
Colorado,  Monday  morning.  Prof.  Cros¬ 


man  introduced  Fred  B.  Hellcms  dean  of 
the  College  of  .'Vrts  and  Sciences  and 
acting  president  who  gave  an  address  of 
welcome  and  George  F.  Pierrot,  national 
president  of  Sigma  Delta  Chi  who  opened 
the  convention  for  business. 

In  the  evening  the  delegates  attended 
a  banquet  arranged  by  the  Boulder  Daily 
Camera  and  the  Boulder  Daily  News 
Herald,  at  which  L.  C.  Paddock,  editor  of 
of  the  Camera  was  Toastma.ster.  Speakers 
at  the  banquet  included  C.  T.  Brainard 
owner  of  the  'McGure  Newspaper  Syndi¬ 
cate,  A.  A.  Parkhurst,  editor  of  the 
Boulder  News  Herald,  Thomson  Burtis, 
short  story  writer  of  New  York,  George 
Pierrot,  national  president,  Donald  Clark, 
national  secretary  and  Ward  Neff,  secre¬ 
tary-treasurer  of  the  Quill  Endowment 
Fund.  The  Womans  Press  Club  of  the 
University  entertained  the  visitors  at 
luncheon  Tuesday  noon  and  won  the  ad¬ 
miration  of  all.  Business  gave  way  in  the 


evening  to  social  activities  when  the  con¬ 
vention  turned  for  recreation  to  a  “49 
ER”  dance  given  by  the  Colorado  Chapter. 
Following  the  close  of  the  business  session 
Wednesday  morning  the  visitors  were 
taken  on  a  drive  through  Boulder  Canon 
to  a  point  near  the  foot  of  the  Continental 
Divide. 

A  banquet  was  given  Wednesday  night 
by  the  Seri pps  Howard  Newspapers  and 
the  Denver  Express.  Sidney  B.  Whipple 
managing  editor  of  the  Denver  Express 
was  toastmaster  at  the  farewell  event. 


Daily’*  Cooking  School  a  Success 

The  Spokane  Chronicle  recently  com¬ 
pleted  its  ninth  annual  cooking  school, 
which  drew  an  annual  attendance  of  about 
1,000  women  for  the  six  afternoons  of 
the  week.  A  baking  contest  for  mer¬ 
chandise  prizes  donated  by  the  merchants 
was  a  feature  of  the  school. 


ACity  of 
Diversified  Demand 

St.  Louis  is  a  composite  cross  section  of  the  United  States,  with  characteristics  and  buy-  * 
ing  habits  found  in  all  parts  of  the  Union.  It  is  neither  eastern  nor  western,  northern 
nor  southern  in  character.  With  well-defined  seasons,  the  St.  Louis  market  has  a  sea¬ 
sonal  demand  for  those  articles  in  use  in  every  section  of  the  country. 

Great  Purchasing  Power 

Tlie  potentiality  of  a  market  depends  largely  upon  its  purchasing  power.  Automobile  ownership  and 
income  tax  returns  are  indexes  to  the  purchasing  power  of  a  community.  St.  Louis,  not  including 
suburbs,  has  one  automobile  for  every  1.66  families.  In  1924,  St.  Louisans  made  95,920  income  tax 
returns.  Tliis  is  a  greater  number  of  income  tax  returns ’than  any  one  of  38  states.  Although  sur- 
♦  passed  in  percentage  by  New  York  and  Chicago,  St.  Louis  is  far  ahead  of  Philadelphia.  Cleveland 
and  many  other  large  cities. 

A  Compact  Area  Covered  by  ONE  BIG  Newspaper 

The  St  Louis  market  of  1 ,246,000  people,  as  defined  officially  by  the  Audit  Bureau  of  Circulations, 
is  a  circle  having  a  radius  of  40  miles  with  St.  Louis  at  its  center.  In  this  compact  market,  the 
most  densely  populated  area  of  its  size  west  of  Chicago,  five  out  of  every  eight  families  buy  the  Daily 
Post-Dispatch,  and  five  out  of  every  seven  buy  the  Big  Sunday  Post-Dispatch.  This  is  virtually  com¬ 
plete  family  coverage  at  ONE  COST — with  no  duplication. 

Merchandising  Service  Co-operation 

Valuable  groups  of  information  and  general  statistics  now  compiled  and  properly  classified,  are 
immediately  available,  but  the  Post-Dispatch  will,  upon  request  of  any  seriously  interested 
agency,  advertiser,  or  prospective  advertiser,  make  a  special  survey  concerning  every  trade 
angle  for  any  specific  product. 

The  Post-Dispatch  is  FIRST  in  St.  Louis  in  Local  Advertisinfc,  FIRST  in  St.  Louis 
in  National  Advertising,  FIRST  in  St.  Louis  in  Classified  Advertising, 
and  FIRST  in  St.  Louis  Circulation. 

ST.  LOUIS  POST-DISPATCH 

^  St.  Louis'  ONE  BIG  Newspaper 

E.ASTEKX  .VDVERTISING  OFFICE:  World  Bulldini:,  New  York,  WKSTEUX  ADVEUTISI.NC  OFFICE:  Triliiiiic  Towor.  Chicago. 

KANSAS  CITY  OFFICE:  CwR  Cola  Building. 

S.\X  FRANCISCO  OFFICE:  564  Market  St.  LOS  ANGELES  OFFICE:  Title  Insurance  Bldg.  SEATTI.E  OFFICE:  Terminal  Sales  Bldg. 


In  regard  to  opinions  on  mass  produc-  University,  discussed  the  subject,  “Some 
tion  and  distribution,  H.  W.  Prentis,  Jr.,  Tendencies  in  Retailing.” 
general  sales  manager  of  the  Armstrong  Prof.  Maynard  pointed  out  that  group 
Cork  Company,  the  second  speaker,  dif-  buying  by  department  stores  is  becoming 
fered  from  Mr.  Filene.  more  important  each  year,  and  that  with 

“There  is  still  room  for  the  producer  it  has  come  the  possibility  of  more  care- 
and  the  distributer  who  holds  price  sec-  ful  control  of  retail  operations  through 
ondary  to  quality,”  he  said.  the  exchange  of  cost  figures  and  other 

“I  look  upon  mass  production  and  mass  data  by  the  various  retailers  who  are  co¬ 
distribution  as  comparable  to  a  benevo-  operating  in  buying  groups, 
lent  autocracy.  The  present  system  of  “Planned  merchandising  or  buying  ac- 
distribution  through  jobbers  and  small  re-  cording  to  a  sales  budget  is  becoming  in- 
tailers — and  after  hearing  Mr.  Filene  I  creasingly^  common  and  because  of  this 
feel  I  must  talk  as  a  representative  of  a  development  and  because  of  the  exchange 
dying  race — I  would  compare  with  de-  of  cost  figures,  retailing  is  becoming 
mocracy  as  we  know  it  in  America.  more  and  more  efficient,”  he  said. 

“I  believe  in  the  small  independent  Another  change  pointed  out  by  the 
merchants.  It  will  be  a  sad  day  for  the  speaker  is  one  that  is  taking  place  in  the 
United  States  when  all  distribution  and  rural  districts  as  a  result  of  the  develop- 
all  production  is  massed  in  a  few  hands.”  ment  of  hard  roads  and  the  automobile. 

Mr.  Prentis’  subject  was  “Merchandis-  The  cross-roads  store  is  rapidly  becoming 
ing  Through  the  Jobber,”  and  he  told  a  a  thing  of  the  past,  but  at  the  same  time 
story  of  increase  in  sales  of  Armstrong’s  the  stores  in  the  larger  villages  are  be- 
linoleum  since  1913,  when,  with  produc-  coming  more  important  retail  outlets.  The 
tion  outstripping  demand,  the  first  adver¬ 
tising  program  was  carried  out. 

Success  of  advertising,  when  merchan¬ 
dising  is  through  jobbers,  he  contended,  is 
based  on  good  salesmen  above  good  adver¬ 
tising  copy.  He  told  of  the  training  of 
salesmen  by  his  company,  and  of  four- 
day  conventions  held  each  year  at  the 
Lancaster  (Pa.)  plant  for  jobbers’  sales¬ 
men. 

And  also  to  be  successful,  he  said,  ad¬ 
vertising  must  be  based  on  facts. 

“Get  all  the  facts  and  figures  together 
you  can  on  which  to  postulate  your  judg¬ 
ments,”  he  advised. 

As  just  one  instance  to  show  how  ad¬ 
vertising  had  helped  his  company,  Mr. 

Prentis  presented  figures  from  a  survey 

_ , _ _  _  -o  -r . . o  . . .  was  of  the  retail  field,  showing  the  percentages 

Resolved,  that  it  seriously  objects  to  the  announced  keynote  of  the  Monday  of  customers  who  asked  for  Armstrong 

the  discrimination  shown  by  publishers  of  business  session,  and  speakers  discussed  linoleum  by  name, 

such  combination  in  selling  local  adver-  merchandising  through  jobbers,  tenden-  In  1921,  only  31  per  cent  of  the  retail 
tisers  either  unit  of  their  combination  cies  in  retailing,  the  need  for  closer  co-  merchants  asked  declared  the  linoleum  was 
separately,  while  refusing  to  so  sell  them  operation  in  department  store  distribution,  purchased  by  its  name ;  in  1922,  it  ad- 

to  national  advertisers.  and  the  important  problems  of  chain  vanced  to  49  per  cent;  in  1923.  64  per 

Whereas,  Congress  at  its  sixty-eighth  stores  and  mail  order  houses.  cent;  1924,  65  per  cent,  and  1925,  more 

session  increased  postal  rates  to  a  pro-  The  meeting  was  opened  with  an  ad-  than  67  per  cent. 


country 
drive  t( 
and  la< 
sboppin 
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pointed 


A.  N.  A.  STUDIES  NEWSPAPER  AD  RATES 

(Continued  from  Page  5) 


nobile 
district 
buyers 
than  to 
home; 
of  par' 
cities  i 
countP 
tailers 
tion  ar 
they  c 
dise  tl 
home, 
stores, 
from  t 
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advise( 
advert 
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lages. 

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store  : 
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/eiiNEV 

^eucTRic' 

MFC.Ca 


Cline -Wes  tinghouse 
Double  Motor-Drive 
with  full  automatic 
pushbutton  control 

is  used  by 

Johnstown  Tribune 

Johnstown,  Pa. 


View  of  A.  N.  A.  Delegates  Meeting 


Ask  them  about  it< 


CLINE  ELECTRIC  MFC.  CO. 

ChicRfo:  111  Waat  Washington  Straat 
New  York :  47  Wa«t  34th  Straat 
San  Frandaco:  First  National  Bank  Building 


A  Single 

Advertising  Appropriation 


Will  cover  the  two  publications  that  reach  those  who  control  the 
national  advertising  of  the  United  States  and  Great  Britain. 

EDITOR  &  PUBUSHER 

'  New  York  ‘ 

and 

ADVERTISING  WORLD 

London,  Eng. 

have  entered  into  an  agreement  in  respect  to  editorial  and  adver¬ 
tising  representation  in  their  representative  fields  and  thereby  afford 
a  single  source  of  information  and  service  for  those  interested  in 
international  marketing  and  advertising. 

Combination  Advertising  Rates  for  12  Insertion  Contract 

Full  Page . $280.00  per  insertion 

Half  Page .  145.00  per  insertion 

Quarter  Page  ....  82.50  per  insertion 


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You  are  cordially  invited  to  communicate  with  Editor  &  Publisher, 
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in  regard  to  marketing  conditions  of  Great  Britain.  Publishers  of  leading 
American  newspapers  will  also  avail  themselves  of  this  opportunity  to  de¬ 
liver  their  messages  to  the  largest  advertisers  of  Great  Britain,  many  of 
whom  are  keenly  interested  in  the  markets  of  America. 


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Advertising  World 
14  King  Street 
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London,  England 
Telephone:  Gcrrard  7619 
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Editor  &  Publisher  for  November  21,  1925 


33 


country  people  are  finding  it  possible  to  tl 
(Irive  to  the  stores  in  the  smaller  cities  a 
and  larger  villages,  and  there  do  their  g 
ibopping  which  they  had  previously  done  it 
in  the  smaller  communities.  The  speaker 
pointed  out  that  for  a  time  after  the  auto-  w 
mobile  became  common  in  the  country  p 
districts,  there  was  a  tendency  for  rural  c 
buyers  to  go  to  the  large  cities  rather  V 
than  to. the  smaller  buying  centers  nearer  c 
home;  but  with  the  increasing  difficulty  u 
of  parking  and  traffic  conditions  in  the  t 
dties  in  general  has  come  a  tendency  for 
country  buyers  to  shop  nearer  home.  Re-  o 
tailers  are  taking  advantage  of  this  situa-  p 
tion  and  are  recognizing  the  fact  that  if  _ 
they  carry  national  advertised  merchan¬ 
dise  they  can  hold  the  rural  trade  at 
home.  They  can  sell  as  cheaply  as  city 
stores,  and  country  buyers  prefer  to  buy 
from  the  merchants  they  know  if  they  are 
assured  they  can  get  the  same  merchan¬ 
dise  at  the  same  or  a  smaller  price  than 
they  would  pay  in  the  cities.  The  speaker 
advised  the  representatives  of  the  national 
advertisers  to  put  an  added  emphasis  on 
the  methods  of  distribution  through  the 
merchants  in  the  smaller  cities  and  vil- 
hges. 

He  cited  the  opening  of  a  department 
store  at  Evansville,  Ind.,  by  Sears,  Roe¬ 
buck  &  Co.,  and  that  this  store  is  drawing 
people  for  many  miles  as  an  evidence 
of  a  future  development  of  retailing  which 
may  be  very  important.  Another  tendency 
emphasized  by  the  sp)eaker  was  the  recog¬ 
nition  on  the  part  of  general  stores  in 
many  lines  of  retailing  that  they  should 
arry  more  nationally  advertised  mer- 
clundise.  This  has  come  about  through 
a  realization  that  private  brands  of  mer¬ 
chandise  can  never  make  the  appeal  that 
is  made  by  well  known  advertised  lines 
of  retail  merchandise. 

“Chain  store  managers  are  coming  to 
realize  that  their  advertising  should  stress 
other  factors  than  the  price  appeal,”  he 
declared. 

Prof.  Maynard,  in  closing,  urged  rep¬ 
resentatives  of  national  advertisers  to  in¬ 
crease  their  interest  in  the  problems  of 
retailers  as  a  class  and  to  do  all  in  their 
power  to  assist  in  bringing  about  a  higher 
level  of  efficiency  on  the  part  of  the  re¬ 
tailers  in  general. 

Another  speaker  at  this  session,  J,  R. 
Brundage,  vice-president  of  the  White  & 
Wyckoff  Manufacturing  Company,  de¬ 
plored  the  economic  wastes  common  in 
the  present  system  of  distribution,  but 
declarad  mass  production  and  distribution 
would  never  be  a  success  until  chain 
stores  passed  on  the  accruing  saving  to 
the  consuming  public. 

An  advertiser’s  viewpoint  of  the  postal 
situation  was  presented  at  the  xlose  of 
Mondays’  session  by  R.  N.  Fellbws,  ad¬ 
vertising  sales  manager  of  the  .Addresso- 
jraph  Company.  His  report  is  printed  in 
full  elsewhere  in  this  issue. 

On  Tuesday  morning  dishonest  substi¬ 
tution  and  radio  broadcast  advertising, 
two  timely  topics,  occupied  attention  of 
the  delegates. 

“A  wide-spread  misunderstanding  exists 
as  to  what  substitution  actually  is,”  W. 
Russell  Green,  director  of  advertising  and 
publicity  of  the  Charles  E.  Hires  Com¬ 
pany,  said,  discussing  the  former  subject. 

"If  you  go  into  a  store  and  ask  for 
Hires,  the  dealer  tells  you  he  hasn’t 
Hires  but  another  root  beer  equally  as 
good,  that,  contrary  to  the  general  im¬ 
pression  is  not  substitution.  That  is 
simply  competition  and  your  remedy  for 
it  lies  in  advertising,  publicity  and  sales¬ 
manship. 

“When  you  go  to  a  garage  and  ask  for 
Mobile  oii  and  without  telling  you  the 
ilealer  sells  you  crank  case  drainings  or 
some  other  oil  he  is  guilty  of  substitution. 
This  practice  is  more  widely  spread  than 
most  people  have  any  idea  of.  It  is  found 
in  almost  every  field  of  merchandising.” 

In  curbing  the  evil  Mr.  Green  declared 
many  advertisers  and  newspapers  were 
^operating.  He  said  laws  on  the  sub¬ 
ject  were  in  chaotic  state,  and  that  his 
company  was  advocating  a  uniform 
statute. 

“Xo  definite  figures  can  be  determined 
M  to  the  circulation  of  the  radio  stations,” 
D.  D.  Davis,  secretary  and  treasurer  of 


the  Washburn  Crosby  Company,  Minne¬ 
apolis,  declared  in  advising  colleagues  re¬ 
garding  this  camparatively  new  advertis¬ 
ing  medium. 

“The  efficient  daylight  range  of  a  5,000 
watt  ‘Station,  winter  and  summer,  to  the 
point  where  the  possessor  of  a  small  set 
can  tune  in,  is  between  200  and  500  miles. 
While  it  is  true  that  at  night  reports 
come  from  almost  every  state  in  the 
union,  yet  this  must  not  be  misinterpreted 
to  indicate*  a  coverage  of  the  country. 

“No  one  can  tell  you  with  any  degree 
of  accuracy  what  you  are  buying  as  a 
purchaser  of  time  from  a  station.  It  is 


known  there  are  so  many  million  receiv¬ 
ing  sets,  but  where  they  are  is  only  a  con¬ 
jecture,  and  few  people  take  into  consid¬ 
eration  the  great  number  of  10-cent  store 
sets  in  use. 

“Two  kinds  of  radio  advertising  are 
possible,  the  direct  message  and  the  good¬ 
will  programs,  and  these  two  are  def¬ 
initely  divided  between  night  and  day¬ 
time.  At  night  the  program  must  be  of 
the  entertainment  variety,  while  during 
the  day  it  can  be  more  direct.” 

As  an  example  of  the  direct  message 
possible  over  the  radio,  Mr.  Davis  told  of 
the  cooking  school  his  company  conducts 


via  the  air,  a  school  in  which,  he  said, 
many  women  are  registered. 

“.At  the  end  of  the  course,”  he  ex¬ 
plained,  “these  women  are  given  a  cer¬ 
tificate  from  the  cooking  school,  obtain¬ 
able  through  a  local  dealer,  and  it  is  sur¬ 
prising  the  great  amount  of  interest 
shown. 

“It  is  the  cheapest  form  of  personal 
contact  with  the  housewives  of  the  coun¬ 
try  we  have  been  able  to  find,”  he  con¬ 
cluded. 

The  convention  closed  Wednesday 
noon  following  addresses  by  Martin  P. 

(Continued  on  Page  34) 


IN  REBUILT  GOSS  AND  HOE 

By  ^Rebuilt”  we  mean  actually  rebuilt — completely  torn  down,  cleaned, 
all  badly  worn  parts  replaced  with  new  ones,  each  press  then  re-assembled, 
thoroughly  fitted  and  tested  to  insure  its  purchaser  years  of  good  service. 

/i 


OF  EVERY  SIZE>^°DESCRIPTI0N 

in  presses  for  immediate  deliver 

lA/iM  •  the  GOSS  PRINTING  PRESS  CO.,  CHICAGO 

VvF  I  II I  ^  The  Goss  ‘Printing  ’Tress  Company  of  England,  Ltd.,  London 

W  W  I  ^  Messers.  Edwards  Dunlop  Company,  Ltd.,  Sydney,  Sole  Australian  Agent 


Merry  Chrislmds 
and  Good  Health 


A.  N.  A.  STUDIES  NEWSPAPER  AD  RATES 


Say  It 

With  Classified 


(Continued  from  page  33) 


Through  a  little  space  in  the 
classified  columns  you  can  keep 
your  name  and  product  before 
your  clientele,  get  in  touch  with 
new  prospects  and  have  the  as¬ 
surance  that  your  message  is 
being  presented  in  an  atmos¬ 
phere  that  creates  a  favorable 
impression. 

A  long  record  of  service  to 
Newspapers,  National  Adver¬ 
tisers,  Agencies  and  the  Man¬ 
ufacturers  of  Equipment  and 
Supplies  makes 


A  trio  of  prominent  delegates  (left  to  right):  C.  A.  Wiggins,  Postum  Cereal 
Company  ;  Herbert  Metz,  Western  Electric  Company,  and  W.  E.  Underwood, 
National  Lamp  Works. 


many  c 
tmecoin 
increasi 


EDITOR  &  PUBLISHER 


Rice,  manager  of  the  publicity  depart-  Russell  Green,  Charles  E.  Hires  Co. 
ment.  General  Electric  Company,  on 

“What  We  Think  of  Institutional  Ad-  Wm.  B,  Griffin.  InternatioiJal  Silver  Co. 
vertising  and  Why  We  Use  It”;  Lee  H.  E.  T.  Hall.  Ralston  Purina  Co. 

Bristol,  advertising  manager  of  the  Br is-  ”rrn!"ffaGo"n‘af  Uad''co.°' 

tol-Myers  Company,  on  What  VVe  Ihink  Uarold  W.  Harney,  Dennison  Mfg.  Co. 
of  ItKJuiry  Advertising  and  Why  We  William  A.  Hart,  E.  I.  du  Pont  de  Nemours  & 
Use  it”;  William  H.  Grimes,  president  of 
the  Commercial  Credit  Company,  Balti¬ 
more,  on  “Installment  Sales— Their  Place 
in  Distribution” ;  and  Rivers  Peterson, 
editor  of  the  Hardware  Retailer,  Indian¬ 
apolis,  on  “Some  Dangers  of  Installment  . 

Selling.”  -- 

Among  those  attending  the  convention  were:  F.  F 

C.  W.  Ackerman,  E.  1. 

Co. 

C.  C.  Agate,  Manhattan  Electrical  Supply  Co. 

W.  B.  Akin.  Gulf  Refining  Co. 

W.  S.  Ashby,  Western  Clock  Co. 

B.  B.  AyerS,  American  Steel  &  Wire  Co. 

J.  C.  Atchison,  IVcmien'i  Wear. 

F.  A.  C.  Baker,  Prudential  Insurance  Co. 

II.  K.  Baker,  Miller  Rubber  Co. 

R.  D.  Baldwin,  Simons  Saw  &  Steel  Co. 

S.  E.  Baldwin,  Willard  Storage  Battery  Co. 

A.  K.  Barnes,  Armstrong  Cork  Co. 

H.  F.  Barnes,  Edison  Lamp  Works. 

S.  L.  Barnes,  Armstrong  Cork  Co. 

(;.  11.  Barr,  Crocker  McElwain  Co. 

L.  H.  Bartlett,  Eastman  Kodak  Co. 

A.  H.  Bartsch.  American  Bosch  Magneto  Corp. 

M.  B.  Bates,  Life  Savers,  Inc. 

M.  L.  Beard,  Colgate  &  Co. 

E.  B.  Bedford,  Oneida  Community,  I.td. 

.1.  E.  D.  Benedict,  Metropolitan  Life  Ins.  Co. 

-M.  G.  Bennett.  Samuel  Cabot,  Inc. 

Oscar  Bigler,  Philip  Carey  Co. 

Hugo  E.  Birkner,  Davey  Tree  Expert  Co. 

Lee  H.  Bristol,  Bristol-Myers  Co. 

Harold  McD.  Brown,  Corona  Typewriter  Co. 

I.  R.  Brundage,  White  &  Wyckoff. 

W.  K.  Burlen,  New  England  Confectionery  Co. 

N'erne  Burnett,  General  Motors  Corp. 

C.  W.  Burnham.  Oneida  Community,  Ltd. 

H.  C.  Bursley.  Murphy  Varnish  Co. 

B.  B.  Caddie.  Copper  &  Brass  Research  Assn. 

W.  S.  Campbell,  Scott  Paper  Co. 

T.  A.  Carroll,  E.  C.  Atkins  &  Co. 

(Ttarles  P.  Gatlin,  Remington  Arms  Co. 

S.  E.  Gonybeare,  Armstrong  Cork  Co. 

Robert  Lynn  Cox,  Metropolitan  Life  Ins.  Co. 

M  iss  M.  A.  C'reamer,  Stephen  F.  Whitman  & 

Son. 

(».  II.  Crofut,  Mallo^^y  Hat  Co. 

Grant  Davis,  National  Metal  Molding  Co. 

C.  T.  Day,  General  h'lectric  Co. 

II.  I..  Delander,  Crane  Company. 

I're  lerick  Dickinson,  Hupp  Motor  Corp. 

T.  J.  Dobbins.  Chesebroitgh  Mfg.  Co. 

Carl  W  Drepperd,  Hamilton  Watch  Co. 

1”.  F.  Driscoll,  Armour  &  Co. 

Burton  iHinn,  Oneida  Community,  I.td. 

Warren  Eastwood,  Stromberg  Carlsf-n  Tel.  Mfp. 


the  accredited  messenger.  You 
can  say  much  to  many  most 
economically  through  its  classi¬ 
fied  columns. 


Sherlock  A.  Herrick,  Hecker-H-O  Co.,  Inc. 

Elam  G.  Hess,  Keystone  Pecan  Co. 

Paul  H.  Hildreth,  Kardex  Rand  Co. 

E.  J.  Hogan,  United  Shoe  Machinery  Co. 

C.  H.  Holland.  Vick  Chemical  Co. 

A.  T.  Hugg,  Detroit  Steel  Products  Co. 

H.  S.  Hull,  Standard  Textile  Products  Co. 
y.  Kenneth  Hunt,  Champion  Coated  Paper  Co. 

H.  R.  Hurd,  Kelly-Springfield  Tire  Co. 

-  .  -  .  Ingram,  Jr.,  h.  F.  Ingram  Co. 

II.  V.  Jamison,  American  Sheet  &  Tin  Plate  Co. 
du  Pont  de  Nemours  &  L.  E.  Jamme,  Hilo  Varnish  Corporation, 

C.  A.  Jayne,  Atwater  Kent  Mfg.  Co. 

F.  Johnson.  International  Silver  Co. 

Myron  D.  Kahn,  Estate  Stove  Co. 

David  F.  Kahn.  Estate  Stove  Co. 

E.  M.  Keeler,  Mallory  Hat  Co. 

F.  H.  Keeler,  E.  R.  Squibb  &  Sons. 

R.  D.  Keim,  E.  R.  Squibb  &  Sons. 

F.  R.  Kingm.an,  (Inyx  Hosiery,  Inc. 

W.  C.  Kirby,  E.  R.  Squibb  &  .Sons. 

C.  Kleberg,  V’alentine  Sr  Co. 

Waldemar  Kops,  Kops  Brothers,  Inc. 

F.  L.  La  Bounty,  Jell-O  (^o.,  Inc. 

Geo.  F.  Lamb,  Hilo  Varnish  Corp. 

C.  S.  Landis,  Hercules  Powder  Co. 

J.  Crate  Larkin,  Larkin  Co..  Inc. 

Bernard  Lichtenberg,  Alexander  Hamilton  Insti¬ 
tute. 

W.  S.  Lockwood,  Johns-Manville,  Inc. 

N.  R.  M.aas,  .'Vuto  Strop  Safety  Razor  Co. 

S.  D.  Malcolm,  .-Xmerican  Express  Co. 

J.  S.  Martin,  Remingtmi  Tyjiewriter  Co. 

O.  J.  May.  Smith,  Kline  &  French. 

Prof.  11.  H.  Maynard,  Ohio  State  University. 
J.  C.  McCarthy,  Armstrong  Cork  Co. 

F.  W.  McElroy,  Alpha  Portland  Cement  Co. 

R.  J.  Mcl.aughlin,  Underwood  Typewriter  Co. 
W.  H.  Mcljutblin,  Walter  Baker  &  Co.,  Inc. 

N.  A.  McOuarry,  Pittsburgh  Steel  Co. 

J.  H.  Mc.SIiane,  Thomas  I..eeming  &  Co. 

R,  E.  Mercer,  I-owe  Bros.  Co. 

R.  P.  Merryman,  Dennison  Mfg.  Co. 

Herbert  Metz,  Western  Electric  Co. 

Norman  O.  Mick,  Burroughs  Adding  Machine 

Co. 

.A.  W.  Moffat,  Walter  Baker  &  Co. 

W.  B.  Morris,  Munsingwear  Corp. 

•Alfred  Musher.  Musher  &  Co. 

•S.  Musher,  Musher  &  Co. 

Norman  E.  Olds.  Perfection  Stove  Co. 

Charles  Oswald,  White  Motor  Co. 
f>orge  F.  Oxley,  National  Electric  Light  Assn, 
r.  A.  Palmer,  Insurance  Co.  of  North  America. 

G.  M.  Philpott,  Ralston  Purina  Company. 

John  H.  Platt,  Kraft  Cheese  Co. 

H.  W.  Prentis,  Jr.,  Armstrong  Cork  Co. 

Allan  T.  Preyer,  V’ick  Chemical  Co. 

C.  F.  Propson,  Bausch  &  Lomb  Optical  Co. 

R.  H.  Puffer,  Larkin  Co.,  Inc. 

—  M.  E.  Robertson,  Oneida  Community,  Ltd. 

J.  W.  Elms,  E.  I.  du  Pont  de  Nemours  &  Co.  Walter  S.  Rowe,  Estate  Stove  Co. 

B.  L.  Emery,  Chesebrough  Mfg.  Co.  'VNeill  Ryan,  Jr.,  Celotex  Co. 

('.  F.  Barnh.am,  .American  Stove  Co.  .\.  H.  Sampson.  White  &  Wyckoff  Mfg.  Co 

Maik  L.  Felber,  Firestone  Tire  &  Rubber  Co.  W.  L.  Schaeffer,  National  Tube  Co. 

R.  N.  Fellows,  Addressograph  Co.  Carl  J.  Schumann,  Hilo  Varnish  Corp. 

Edward  A.  E'ilenc,  Wm.  Filenc’s  .Sons  Co.  Philip  Schuyler,  Editor  &•  Publisher. 

1.  1).  Foos,  National  Jictail  Clothier.  E.  B.  Self,  Dayton  Rubber  Mfg.  Co. 

G.  L.  Eorgey,  Berry  Brothers.  G.  S.  Shoemaker,  Krostilla  Co. 

R.  J.  Foster,  Jr.,  Todd  Co.  W.  Simpson,  Art  Metal  Construction  Co. 

G.  Fox,  Fcls  &  Co.  G.alen  Snow,  Greenfield  Tap  &  Die  Corp. 

C.  C.  Gabel,  International  Silver  Co.  W.  G.  Snow.  International  Silver  Co. 

Marry  L.  Gage,  Mergenthaler  Linotype  Co.  .A.  W.  Spore,  Goodyear  Tire  &  Rubber  Co. 

C.  H.  Gager,  Welch  Grape  Juice  Co.  ,A.  H.  Stanton,  Eagle-Picher  Lead  Co. 

H.  B.  Gates,  Armstrong  Cork  Co.  Kenyon  Stevenson,  Armstrong  Cork  Co. 

Carl  Gazley,  Yawman  &  Erbe  Mfg.  Co.  Evans  E.  A.  Stone,  Nujol  Laboratories,  Stand- 

•A.  -A.  Gerpheide.  Aluminum  Goods  Mfg.  Co.  ard  Oil  Co. 

F.  P.  Green,  F.  R,  Plumb,  Inc.  J.  .A.  Taylor,  W.  S.  Quinby  Co. 


Your  life  is  in  your  own  hands! 


beyond 
and  sc 
mails 
duced 
tage. 
Congn 
of  pos 
The 
vealed 
1923  c 
cordin] 
master 
S40.0(X 
few  IT 
and  at 
a  posii 


crusade  has  cut  the  tuberculosis 
death  rate  in  half. 

You  can  help  in  this  great  work. 
You  can  protect  your  life,  and 
the  lives  of  your  family  and 
friends.  Buy  Christmas 

I  Seals.  The  sde  of  Christ¬ 
mas  Seals  provides  the 
funds  to  wage  this  increas¬ 
ingly  successful  war  upon 
tuberculosis.  Let  your 
every  Christmas  parcel, 
letter,  and  greeting  card 
carry  these  cheery  little 
messengers  of  health  to  all 
las  Seal  the  World,  Christmas  Seals. 


YOU  have  often  noticed  that 
even  the  most  robust  of  your 
acquaintances  have  been  stricken 
by  tuberculosis.  The  dread  disease 
is  everywhere.  No  one  is  im¬ 
mune.  The  germs 
scattered  by  one  careless 
case  of  consumption  can  s 
infect  a  whole  com-  k  ( J  K 
munity.  ? 

Fhere  is  only  one  sure  b 
escape.  That  is  to  stamp  kBiji 
out  the  dread  disease  en-  c 
tirely.  It  can  be  done. 

1  he  organized  work  car-  ^ 
ried  on  by  the  tuberculosis  Chri 


ively  f 
crea5e( 
desirpt 
lowed 
PartiTK 
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bas  fo 
mg  pr 
diqrih 


THE  NATIONAL,  STATE,  AND  LOCAL  TUBERCULOSIS 
ASSOCIATIONS  OF  THE  UNITED  STATES 


/ ' 


/ 


Editor  &  Publisher  for  November  21,  1925 


35 


AN  ADVERTISER  VIEWS  THE  POSTAL 
SITUATION 


By  R.  N.  FELLOWS 


Advertising  Sales  Manager,  Addressograph  Company.  Report  Before 
A.N.A.  Convention,  Washington,  D.  C.,  This  Week 


THE  question  of  postal  rates  and  service 
can  be  summed  up  in  five  words: 
"It  is  up  to  you.” 

The  greatest  obstacle  to  restoring 
equitable  postal  rates  and  satisfactory 
service  is  the  apathy  of  the  business 
man,  who  is  more  vitally  affected  by 
what  Congress  does  at  the  coming  ses¬ 
sion  than  most  of  them  seem  to  realize. 

The  Association  of  National  Adver¬ 
tisers  at  its  Lakewood  meeting  .some 
v-ears  ago,  held  a  long  and  spirited  dis¬ 
cussion  in  regard  to  the  iwlicy  of  cer¬ 
tain  publishers.  At  every  meeting  of  the 
.LN.A.,  agency  relations  have  occupied 
a  prominent  place  on  the  program.  For 
the  past  several  years,  the  question  of 
taxing  advertising  has  arisen  in  every 
.VN.A.  gathering.  Yet  the  postal  in¬ 
creases  enacted  at  the  last  session  of 
Congress  represent  the  greatest  actual 
tax  ever  p.aced  on  advertising  ex¬ 
penditures — and  from  the  stand-point  of 
many  of  our  members,  these  unscientific, 
uneconomical  and  uncalled  for  postage 
increases  have  become  a  far  more  serious 
problem  than  some  of  the  other  prob¬ 
lems  I  have  just  mentioned. 

At  the  outset  of  the  recent  postal 
legislation  activity  some  publishers 
thought  it  would  be  a  smart  thing  to 
increase  third-class  rates.  Fortunately, 
only  a  small  per  cent  of  publishers  held 
this  view.  Today,  every  publisher 
knows  that  the  increased  rates  on  third- 
class  mail  are  proving  to  be  a  boom¬ 
erang  because  they  are  handicapping  the 
publishing  business  even  more  than  other 
kinds  of  business.  So  publishers  are  as 
seriously  interested  in  an  equitable  re¬ 
adjustment  of  postal  rates  at  the  next 
session  of  Congress  as  any  other  kind 
of  business. 

The  postage  increases  are  generally 
unpopular  among  business  men  who  have 
taken  the  time  to  study  the  situation, 
because  they  are  economically  wrong. 
This  morning,  Mr.  Filene  told  us  that 
the  successful  business  of  the  future 
must  proceed  on  the  basis  of  making  its 
profit  through  mass  production  and  sell¬ 
ing  the  greatest  possible  quantity  at  the 
lowest  possible  price.  In  short  “Ford- 
ire.”  This  is  exactly  what  the  Post  Of¬ 
fice  could  not  do  when  Congress  in¬ 
creased  rates.  Congress,  unfortunately 
proceeded  on  the  ridiculous  basis  of  in¬ 
creasing  profit  by  increasing  prices  and 
drereasing  volume — diametrically  oppo¬ 
site  to  the  principle  upon  which  Mr. 
Ford  has  achieved  his  great  success  men¬ 
tioned  by  Mr.  Filene  this  morning. 

The  postal  hearings  held  in  several 
cities  this  Summer,  by  the  Joint  Con¬ 
gressional  Postal  Committee,  developed 
'  beyond  the  shadow  of  doubt  that  scores 
and  scores  of  the  largest  users  of  the 
mails  have  greatly  if  not  entirely  re¬ 
duced  their  former  expenditures  for  pos¬ 
tage.  The  obvious  result  is  that  the  69th 
Congress  must  again  face  this  question 
of  postage  rates. 

The  Cost  Ascertainment  Report  re¬ 
vealed  a  postal  deficit  for  the  year  of 
1923  of  approximately  $40,000,000.  Ac¬ 
cording  to  a  recent  statement  by  Post¬ 
master-General  New,  this  deficit  of 
JdO.OOO.OOO  has  been  equalled  in  the  first 
few  months  of  the  present  postal  year, 
and  according  to  predictions  of  those  in 
a  position  to  know,  the  postal  deficit  for 
die  present  year  will  not  be  $40,000,000 
Init  more  nearly  $100,000,000. 

.  This  state  of  affairs  quite  conclus¬ 
ively  proves  that  increased  prices  and  de¬ 
creased  volume  do  not  accomplish  the 
desireti  result — and  if  Congress  had  fol¬ 
lowed  the  advice  of  the  Post  Office  De¬ 
partment  and  let  rates  alone,  and  pro- 
J^ed  on  the  principle  that  Henry  Ford 
pas  fotmd  so  successful,  namely,  decreas- 
mg  prices  and  increasing  volume  national 
distributors  and  local  dealers  would  not 


now  have  to  face  the  necessity  of  reduc¬ 
ing  their  mailings  of  sales  literature  at . 
such  an  alarming  rate  as  thousands  of 
users  of  the  mans  are  now  doing. 

So,  the  postal  situation  rests  almost 
entirely  in  the  hands  of  the  business  man. 
if  you  continue  to  be  disinterested  in 
one  of  the  most  important  channels  of 
distribution  which  you  have  used  for 
years,  as  a  matter  of  course,  you  may 
soon  wake  up  to  find  that  channel  of 
distribution,  namely,  the  United  States 
mails,  practically  closed  to  you  from 
the  standpoint  of  distribution  expense. 
But  if  you  take  an  active  interest  in  the 
situation  at  this  critical  time  and  let 
your  United  States  Senator  and  Con¬ 
gressman  personally  know  your  real 
thoughts,  you  can  be  sure  that  Congress 
will  take  and  must  take  a  business-like 
view  of  this  matter  at  its  next  session. 
But  if  you  business  men  do  not  take  the 
time  and  trouble  to  make  your  wants 
known  to  members  of  Congress,  you 
have  only  yourselves  to  blame  for  an 
unsatisfactory  postal  situation. 

So  personally  tell  your  Senators  and 
Congressmen  what  you  want  done  about 
postal  rates  and  tell  them  now  before 
the  69th  Congress  convenes  in  December. 


KPSN  READY  TO  BROADCAST 


Pasadena  Star-News  Station  to  Give 
First  Program  Nov.  23 

The  1,000-watt  radio  broadcasting  sta¬ 
tion  of  the  Pasadena  (Cal.)  Star-News, 
KPSN,  will  be  on  the  air  for  the  first 
time  on  the  night  of  Nov.  23. 

The  Star-News  broadcasting  station 
occupies  a  part  of  the  fifth  floor  of  the 
new  half-million  newspaper  publishing 
plant  which  was  completed  last  .August. 

KPSN  is  an  integral  part  of  the  Pasa- 
dent  Star-News,  and  will  be  operated 
under  the  direct  supervision  of  Charles 
H.  Prisk,  editor  and  manager.  In  active 
charge  of  the  radio  department  will  be 
George  Cecil  Cowing,  veteran  reporter 
and  golf  editor  of  the  Star-News.  He 
will  be  assisted  by  Forbes  W.  Van  Why, 
radio  operator;  George  Frenger,  program 
director,  and  P.  C.  Pryor,  son  of  Judge 
J.  H.  Pryor,  associate  editor  and  man¬ 
ager  of  the  Star-News. 

Mr.  Cowing,  who  has  been  a  member 
of  the  Star-News  staff  for  many  years, 
recently  returned  from  a  two  months’  trip 
to  Europe. 


Sen.  Hardin  Buys  Equipment 

Sen.  Roy  Hardin  has  purchased  a  plant 
for  publication  of  his  Kaufman  County 
Times  at  Terrell.  Tex.  Sen.  Hardin  has 
been  having  the  Times  printed  in  Forney. 


Our  Customers  Write  Our  Ads 

Brattleboro,  Vermont, 
Reformer 
SAYS: 

“The  DUPLEX  FLAT¬ 
BED  cannot  be  excelled  for 
small  newspaper  require¬ 
ments.” 

duplex 


FOR  ALL  NEWSPAPERS 


Duplex  Printing'  Press  Co. 

BATTLE  CREEK.  MICH. 


Business  In 

ILLINOIS 

Is  At  a  High  Level 


Business  is  expanding.  Trade  and 
industry  are  being  maintained  at  an  in¬ 
creasingly  high  level.  Conditions  are 
more  favorable  than  for  several  years 
past.  Financial  statements  show  con¬ 
clusively  that  the  position  of  many  cor¬ 
porations  has  been  materially  strength¬ 
ened  with  earnings  of  some  prominent 
companies  setting  new  high  records. 

The  Cold  IF eather  Has  Been  a  Stimulus 
to  Trade 

IF  hat  About  Advertisingf 

You  will  have  to  use  the  Illinois  Daily 
Newspapers  to  get  the  full  benefit  of  this 
ideal  market.  They  are  the  one  positive 
factor  between  manufacturer  and  con¬ 
sumer.  The  merchandising  and  advertis¬ 
ing  service  of  the  Illinois  Daily  News¬ 
papers,  listed  below,  assure  you  a  sales 
promotion  campaign  that  is  direct  and 
thorough — and  at  an  exceedingly  low  cost. 


INVESTIGATE  THESE  PAPERS,  THEIR 
SERVICE  AND  THE  FIELD  THEY  COVER 


•Aurora  Beacon-News  . 

.(E) 

(.'ircuUtioii 

18,075 

for 

2^00 

Linet 

.06 

for 

10,000 

Ltne* 

.06 

ttChicago  Herald  &  Examiner. . . . 

(M) 

349,209 

.55 

.55 

ttChicago  Herald  &  Examiner  . . . 

.(S) 

1,050,373 

1.10 

1.10 

Chicago  Daily  Journal  . 

.(E) 

123,293 

.26 

.24 

•Evanston  News  Index  . 

.(E) 

6,608 

.04 

.04 

•Freeport  Journal-Standard  . 

.(E) 

9,053 

.045 

.045 

•Joliet  Herald  News  . 

.(E) 

18,924 

.06 

.06 

•La  Salle  Tribune  . 

.(E) 

3,629 

.025 

.025 

•Mattoon  Journal  Gazette  . 

.(E) 

5,470 

.03 

.03 

•Moline  Dispatch  . 

.(E) 

11,193 

.045 

.045 

•Monmouth  Daily  Review  Atlas... 

.(E) 

5,162 

.035 

.035 

•Ottawa  Republican  Times  . 

.(E) 

5,420 

.03 

.03 

•Peoria  Star  . (S)  23,021. 

.(E) 

30,269 

.075 

.06 

fRock  Island  Argus  . 

.(E) 

11,248 

.045 

.045 

•A.  B.  C.  StaiemenL  September  30,  192.3 
tCovernment  Statement,  March  31,  1925 
tfGovernment  StatemenL  September  30,  1925 

Jk, 


Editor  &  Publisher  for  November  21,  1925 


FILENE  SEES  GROWING  AD  VOLUME 

(ContUiucd  from  page  8) 


W.  K.  Burlen  (at  left),  of  the  New  England  Confectionery  Company,  and 
Chairman  of  the  Advisor’s  Service  Bureau,  discusses  an  advertising  problem 
with  H.  C.  Bursley,  Murphy  Varnish  Company,  Newark,  N.  J.,  and  Chairman 
of  the  A.  N.  A.  Publicity  Committee. 

vertising  is  not  general  and  large,  and  garding  the  solution  of  these  problems, 
cannot  be  because  the  units  of  pro-  Advertising  must  assume  new  and  heavier 
duction  and  distribution  are  too  small,  responsibilities.  It  must  take  a  firmer, 
The  newspapers  in  such  a  country,  work-  more  valuable  place  as  a  necessary  power  . 
ing  under  about  the  same  conditions  as  in  our  economic  system.  For  the  purpose 
here,  where  I  understand  about  20  percent  of  securing  mass  distribution,  which  is 
of  the  cost  of  a  paper  comes  from  circu-  essential  to  mass  production,  big  adver- 
lation,  must  provide  the  balance  of  80  tising  must  be  freely  used, 
per  cent  some  other  way.  In  this  country  If  I  may  be  permitted,  let  me  now 
it  is  largely  provided  by  advertising,  and  briefly  state  what  kind  of  development 
such  advertising  leaves  the  newspapers  this  advertising  must  take  to  be  successful, 
free  to  be  as  good  papers  as  they  want  to  In  my  opinion,  the  signs  indicate  that  ad- 
be  or  can  be.  In  other  countries  where  vertising  will  be  made  to  appeal  more  to 
this  advertising  is  impossible  on  any  gen-  reason  and  less  to  the  emotions.  As  the 
eral  or  large  scale,  on  account  of  the  new  order  develops,  I  think  that  our  large 
small  units  of  production,  it  not  only  industries  will  not  be  satisfied  with  opin- 
makes  newspaper  freedom  difficult  or  im  ions  or  chance  or  luck  in  their  advertis- 
possible,  but  it  endangers  the  prograss  of  ing  campaigns,  and  that  more  scientific 
the  world.  methods  will  be  demanded  to  eliminate,  so 

An  instance  to  the  point  may  interest  far  as  that  is  possible,  every  chance  of 
you.  It  so  happened  that  I  had  to  go  last  advertising  waste  and  loss, 
year,  in  connection  with  the  Dawes  Plan  In  other  words  advertising  will  be  used 
negotiations,  into  a  country  where,  at  the  at  its  best  to  tell  the  weaknesses  as  well 
critical  moment,  the  newspapers  were  op-  as  the  strength  of  business  systems;  it 
posing  the  Dawes  Plan.  The  country  s  will  be  our  principle  medium  for  the 
finances  were  in  such  shape  that,  if  the  broadcasting  of  facts,  and  it  will  not  only 
Dawes  plan  did  not  go  through,  there  describe  goods  for  the  purpose  of  selling 
would  come  a  crash.  That  was  clearly  them,  but  will  also  describe  advanced 
recognized,  and  the  group  to  whom  I  methods  and  processes  for  the  purpose  of 
talked  was  called  together,  composed  proving  to  the  public  that  they  are  the 
largely  of  members  of  the  Government  best  because  of  the  better  qualities  and 
and  representatives  of  the  most  influential  lower  prices  they  bring  about, 
newspapers.  This  kind  of  advertising  is  an  aid  to  the 

But  the  policies  of  these  newspapers  consumer  in  buying  advahtageously,  and  in 
were  at  the  time  controlled  by  special  my  opinion,  supported  by  all  my  research 
interests  and  parties  in  opposition  to  the  and  study,  the  big  rewards  of  the  future 
Government.  As  they  had  to  depend  for  will  go  to  the  big  advertisers  who  back 
80  per  cent  of  their  income  either  from  ~ — 

Government  subsidies  from  private  in¬ 
terests,  it  is  apparent  that  they  were  not 
free  to  dictate  their  own  policies.  It  so 
happened  that  the  interests  then  in  con¬ 
trol  did  not  believe,  rightly  or  wrongly-— 
and  I  believe  they  were  sincere  in  their 
views — that  the  Dawes  Plan  was  for 
their  own  best  interest  to  support.  The 
result  was  that  they  were  opposing  it  to 
the  detriment  of  the  country  and  the 
world.  I  give  you  this  instance  simply 
to  show  that  this  condition  of  affairs  was 
made  possible  because  those  newspapers 
did  not  carry  enough  advertising  to  sup¬ 
port  them  and  leave  them  free  in  their 
policies.  I  am  glad  to  say,  incidentally, 
that  when  it  was  made  clear  to  the  groups 
with  whom  I  conferred  what  enormous 
effect  the  failure  of  the  Dawes  Plan  would 
have  on  the  immediate  future  of  their 
country,  change  in  policy  resulted. 

I  think  it  most  essential  that  the  ad¬ 
vertising  men  of  the  country  study  most 
carefully  not  only  the  problems  of  pro¬ 
duction  and  distribution,  but  all  of  the 
authoritative  suggestions  and  opinions  re- 


their  up-to-date  scientific  mass  production 
with  that  kind  of  advertising.  This  may 
sound  theoretical ;  but  my  experience 
shows  it  to  be  entirely  practical.  If  ad¬ 
vertising  will  profitably  sell  a  poor  article 
or  a  good  article  at  too  high  a  price,  then 
it  defeats  its  purpose  as  an  economic  fac¬ 
tor.  If  good,  truthful  advertising  will 
not  sell  an  article,  then  there  is  something 
the  matter  with  the  article,  and  the  remedy 
lies  not  in  hanging  the  advertising  by  ex¬ 
aggeration  to  make  it  sell  the  goods,  but 
to  so  improve  the  merchandise  that  good 
advertising  will  sell  it  in  such  large  vol¬ 
ume  that  the  manufacturer  will  be  able 
to  pass  along  to  the  consumer  the  many 
benefits  of  mass  production. 

Finally  just  a  word  in  closing.  For 
many  years  I  have  both  studied  and  prac¬ 
ticed  advertising.  And  I  am  convinced 
that  for  everybody  interested  in  advertis¬ 
ing,  a  broad  understanding  not  only  of 
conditions  in  this  country,  but  of  inter¬ 
national  conditions  is  necessary.  I  be¬ 
lieve  that  nothing  will  repay  you  more 
than  a  careful  study  of  your  own  activities, 
as  advertisers,  in  your  relaton  to  the  com¬ 
ing  changes  which  I  have  been  privileged 
to  refer  to  here. 

SHAW  RETURNS  TO  BOSTON 

Leave*  New  York  to  Become  Boston 

American  and  Advertiser  Publisher 

Edgar  D.  Shaw,  formerly  publisher  of 
the  Boston  Advertiser,  and  recently  as¬ 
sociated  with  Arthur  Brisbane  in  New 
York,  has  been  appointed  publisher  of 
the  Boston  American  and  Boston  Ad¬ 
vertiser  to  succeed  Barrett  Andrews. 

C.  I.  Putnam,  also  a  former  Boston 
man,  has  been  named  executive  head  of 
the  Boston  American. 


Uho 

DKMOIN^ 

CAPITAL 

Completely  covers 
E>a*  Moines’  entire 
trede  territory  for 
you  at  a  rate  of  14c 
per  line. 

It  is  the  best 
advertising 
buy  in  the  mid¬ 
west. 

O’Mara  ft  Onnsbec 

Specisl  RepmentativM 

The 

DES  MOINES 
CAPITAL 

LaCtysM*  Yeuag 
PuMuhar 


EVENING  JOURNAL 

Martinsburg,  W.  Va. 
covers  a  prosperous  manufactur¬ 
ing  and  fruit  growing  field. 

Gorton’s  Cod  Fish 

Carter’s 

Riso 

and  many  other  accounts  are 
now  goin^  into  Martinsburg  for 
the  first  time. 

The  Journal  is  the  only  paper 
published  in  Martinsburg  and  it 
maintains  a  real  service  depart¬ 
ment  for  national  advertisers. 
Represented  Nationally  by 

The  DEVINE-MacQUOID  CO., 

,  Inc. 

New  York  Pittsburgh  Chicago 


Now  fully  licensed  by 
agreement  under  both  the 
Knight  (Monotype)  and 
Elrod  patents 


Elrod  Slug  Caster 

for  Leads,  Slugs,  Plain  Rules 
has  a  real  place  in  your  plant  for 
producing  leads,  slugs  and  plain 
rules  in  any  quantity  and  length 
for  less  than  the  distribution  cost 
of  used  material.  Simple  and  au¬ 
tomatic — no  constant  nor  expert 
operator  required.  Elrotl  mater¬ 
ial  is  cast  from  any  standard  slug 
metal  and  is  of  very  high  quality. 
It  stands  up  under  even  the  most 
severe  of  stereotyping  and  press 
conditions.  _ 

Ludlow  Typograph  Co. 

2032  Clybourn  Ave.,  Chicago 
San  Francisco— New  York 
Atlanta— 'Boston 


The  appointments  were  effective  Nov. 
13.  Mr.  Andrews  has  not  announced  his 
plans  for  the  future. 

Mr.  Shaw  was  publisher  of  the  .\dver- 
tiser  up  to  about  six  months  ago  when 
the  management  of  Mr.  Hearst’s  two 
Boston  papers  was  merged  under  Mr. 
.Andrews. 

Some  years  ago  Mr.  Shaw  was  asso¬ 
ciated  with  the  Boston  Journal  and  Bor- 
ton  Herald.  Later  he  served  in  an  ex¬ 
ecutive  capacity  on  Hearst  papers  in 
Chicago,  Detroit  and  New  York. 

In  commenting  upon  his  latest  appomt- 
ment  he  said  that  it  seemed  like  old  times 
to  return  to  Boston,  where  he  was  bom 
and  educated,  having  been  a  graduate 
of  Harvard  class  of  ’93. 

Formerly  connected  with  the  Boston 
.American  as  an  auditor,  Mr.  Putnam 
until  recently  was  publisher  of  the 
IVashington  Herald.  Early  this  month 
he  came  to  New  York  as  assistant  pub¬ 
lisher  of  the  New  York  Journal.  .At  one 
time  'he  was  New  York  advertising  rep¬ 
resentative  of  the  Boston  American. 


N.  Brewster  Morse 

Has  Created  The  Most 
Talked  of  Feature  This  Year 


His  Strip  Picturization  of  Steven¬ 
son’s  “Treasure  Island”  is  Ap¬ 
pearing  Daily  in  Leading  News¬ 
papers  All  Over  the  Country. 

Write  Us  for  SoTiple  Strips 
Toda'p 

Wheeler-NichoUon,  Inc. 

15  West  44th  Street,  New  York 


Facts 

The  Dallas  Journal  has  the  larg¬ 
est  A.  B.  C.  circulation  among 
Dallas  evening  newspapers. 

Four-fifths  of  it  is  city  and  sub¬ 
urban. 

The  Journal  is  a  clean,  bright 
and  aggressive  pai^r  that  appeals 
to  the  more  intelligent  and  pros¬ 
perous  classes  of  the  city. 

The  average  milline  rate  of  The 
Journal  is  the  lowest  among  Dallas 
evening  papers. 


Dallas  Journal 


17,363,857  Lines 

Dispatch  advertising  record  first 
ten  months  of  192S  exceeding  other 
Columbus  newspapers  combined  by 
2,906334  lines.  For  the  first  eight 
months  1925  The  Dispatch  paid  ad¬ 


vertising  linage  exceeded  the  second 
Ohio  newspaper  by  1,522,638  lines. 

NET  PAID  CIRCULATION 

CITY  . S4,S51 

SUBURBAN  . njat 

COUNTRY  .  nja 

Total  OrculatiaB  . US32* 


0  oliinihi^Hisphtfli 


Editor  &  Publisher  for  November  21,  1925 


37 


MANY  B-ArxnRQ  rAiiciT  DATP  advertisers  with  their 

WLAni  UAUSE.  KAii:.  voluminous  space  and  their  constant 

DIFFERENTIAL  perennial  patronage.  Indeed  the  national 

_ _  advertiser  owes  much  to  the  local  ad- 

(Continucd  from  page  7)  vertiser  for  furnishing  the  former  with 

_ _  such  an  effective  local  medium  for  the 

^  j  ,  ,  distribution  of  his  goods.  Aside  from 

by  competition,  are  subtracted  from  the  the  desirability  of  a  local  newspaper  car- 

gross  expense.  He  must  have  so  much  rying  such  a  representation  of  local 
money  to  meet  his  costs  and  enough  above  copy  as  will  add  to  its  pulling  power 
it  to  net  some  returns  on  the  capital  in-  the  national  advertiser,  a  factor  which 
,  r-  none  of  you  underestimate,  the  local  acl- 

Finding  such  figures,  shall  he  apply  vertiser  by  bis  greater  ever  constant  pat- 

it  to  all  advertising  regardless  of  all  the  ronage  helps  keep  national  advertising 

differences  of  conditions,  differences  of  rates  as  low  as  they  are 
Tolume— of  each  classification  of  ad-  The  Wichita  publisher  or  the  Des 

vertising  differences  in  value  of  classes  Moines  publisher  or  any  other  publisher 
of  advertising  to  circulation,  and  to  other  takes  these  facts  into  his  calculations, 
departments  of  the  newspapers?  No.  It  But  over  and  above  them  all  he  is 

would  be  neither  logical,  practical  nor  controlled  by  one  irresistible  fact.  He 


surance  that  you  are  not  doing  so  is  in 
these  factors  I  have  mentioned  and  the 
inevitable  processes  of  economic  law. 


He  decides  to  establish  different  rates 


knows  that  practically  all  national  ad¬ 
vertisers  receive  value  from  his  news- 


for  national  and  local  advertising.  He  paper’s  total  circulation.  There  is  no 
has  bwn  brought  to  this  conclusion  by  waste.  The  national  advertiser’s  pro- 
many  factors,  mathematical  and  unmathe-  ducing  and  selling  power  is  not  deter- 
lutiral.  He  has  consulted  what  ever  na-  rnined  by  the  size  and  trade  volume  of 
tional  advertising  costs  he  has  and  re-  (hat  newspaper’s  home  city  as  is  the 
consults  them  year  after  year  for  possible  buying,  selling  and  merchandising  powers 
adjustment^  He  has  fo>md  that  these  of  the  local  or  retail  merchant.  His 
are  high.  They  include  15%  to  a  general  position  is  unlike  the  retail  merchant  in 
agency,  _  whose  services  m  the  main  can  other  vital  particulars.  The  national 
be  legitimately  counted  as  a  part  of  the  advertiser  does  not  depend  on  special 
newspaper  selling  expense  only  by  the  prices  and  sales  davs.  His  obligation 
wildest  stretch  of  imagination  or  tradition,  to  the  public  is  not  the  offering  of  spe- 
He  has  i»id  10  or  15%  to  special  dai  bargains  that  must  be  vieweel  per- 
representatives  to  work  at  selling  the  na-  sonally  and  purchased  at  certain  hours, 
tional  advertiser.  He  has  spent  thousands  The  local  advertiser  has  but  one  outlet 
of  dollars  of  expense  for  work  from  his  for  his  merchandise.  •  The  local  mer- 
own  office  direct.  And  to  all  this  he  chant’s  outside  territory  is  determined 
has  added  the  merchandising  department  by  the  size  of  adjacent  towns,  hard  sur- 


which  is  costing  him  fifteen  of  twenty 
thousand  dollars  a  year. 

He  has  found  that  the  total  linage  of 


faced  roads,  transportation  facilities  as 
well  as  his  own  capacity. 

But  after  all  and  in  conclusion — is  the 


or  one-fourth  of  his  local  advertising  and  "f 

because  of  this  volume  and  despitt  his  hv  Zc. 

local  rates  being  lower  in  1924  his  na-  ‘he  differential  is  justified  by  these  many 

‘here  any  question  of  the  national 
^  centthan  his  local.  In  one  instance,  ^j^.^rtiser  not  Wng  satisfied  with  an 

gentlemen,  dislosed  by  my  survey,  the  advertising  rate  that  constitutes  a  fair 

cost  of  national  amounted  to  more  than  ^,...1, 

the  total  cost  of  the  local  advertising  de-  ro.? 

„  ,  .  ,  •  ,  _ ?•  I  fairness  is  based  on  costs,  proved  by  com¬ 
partment,  salaries  and  expenses  combined  uml 


A.  N.  A.  E.  SURVEY  SHOWS 
SERVICE  WASTES 

(Continued  from  page  12)  I 

the  effect  that  the  value  of  these  papers 
is  dependent  almost  entirely  upon  their 
editorial  merit.  A  paper  that  contains- 
material  that  creates  reader  interest 
among  wholesalers  and  retailers  naturally 
can  give  valuable  support  to  advertisers 
while  any  amount  of  trade  paper  support 
is  worthless  if  the  sheet  is  unable  to  cre¬ 
ate  at  least  a  reasonable  degree  of  reader 
interest.  These  papers  have  a  direct  val¬ 
ue  to  the  newspaper,  in  addition  to  sup¬ 
porting  the  advertised  products  as  they 
should  keep  the  trade  sold. 

"6.  The  value  of  letters  of  introduc¬ 
tion  to  the  trade  is  almost  as  great  as  the 
dealer  papers.  Obviously,  this  form  of 
service  is  very  inexpensive  to  the  newspa¬ 
per  as  it  requires  merely  a  letter  for  the 
salesman  to  carry  that  will  give  the  trade 
definite  asurance  in  regard  to  the  adver¬ 
tising  campaign.  Obviously,  these  letters 
cannot  be  handed  out  indiscriminately  as 
they  depend  for  effectiveness  upon  the 
degree  of  confidence  that  the  trade  has  in 
statements  made  by  the  newspaper.  If 
the  newspaper  supplies  letters  and  the  ad¬ 
vertising  does  not  appear  as  promised,  the 
newspaper  suffers  a  ’  loss  of  confidence 
upon  the  part  of  the  dealers  and  their  fu¬ 
ture  statements  are  discredited.  The 
practice  of  our  own  newspaper  is  to  re¬ 
quire  a  non-cancellable  contract  or  an 
agreement  upon  the  part  oi  the  manu¬ 
facturer  to  accept  the  return  of  mer¬ 
chandise  purchased  upon  the  strength  of 
the  advertising  in  case  the  advertising 
does  not  appear  as  promised  and  in  case 
the  dealer  is  dissatisfied  for  that  reason. 

“Since  these  six  forms  of  service  are 
the  only  ones  that  are  considered  proper 


functions  by  50%  or  more  of  the  adver¬ 
tisers  and  agencies,  it  is  reasonable  to  as¬ 
sume  that  a  newspaper  that  believes  in 
the  greatest  good  to  the  greatest  number 
of  advertisers  should  limit  service  to  these 
primary  and  practical  functions.” 

Two  Year  Old  Libel  Suit  in  Court 

The  criminal  libel  suit  against  M.  M. 
Levand  and  Sam  P.  Day,  publisher  and 
managing  editor  respectively  of  the 
Casper  (Wyo.)  Herald,  pending  since 
November,  two  years  ago,  was  opened 
Tuesday  morning,  before  Judge  William 
Kiner.  Li^-1  charges  were  the  result 
of  editorial  in  the  Herald  protesting 
against  the  acquittal  of  Earl  Cantlin, 
\\  yoming  deputy  sheriff,  charged  with 
the  murder  of  Mrs.  Nellie  B.  Newcomb. 

That  strange  light  in  his  eyes  while 
you  are  giving  advice  means  that  he  has 
at  last  discovered  how'  little- you  know. — 
Birmingham  Sews. 


—yet  the  local  advertising  amounted  to  j'T  1  rpcnltc  Buffalo,  Th€  W0nd€r  City  cf  America 

th?ee  times  the  national  in  volume.  justified  by  sales.results^obtained?  .  ,  - 


v  »  1  j  1  t  i'»j  That  the  price  is  thus  fairly  determined 

Not  only  does  volume  of  national  ad-  there  is  no  doubt.  The  national  advertiser 
vertising  enter  into  the  finding  of  cost  ^  be 

but  so  must  all  other  considerations  The  ,  ^  ,  bis  disadvantage  in  determining 

national  advertiser  is  not  an  all  year  _  _ .  _  ° 

round  advertiser.  He  is  seasonal.  In  the  nnVp  ^ 

paper  a  few  weeks  or  a  few  months  out  •  r 

of  each  year.  He  does  not  carry  the  .  If  in  the  instances  of  some  newspa^rs 
load  like  the  local  advertisers.  He  does  retailers  with  four  or  five  hundred 

not  provide  the  potentiality  of  continuity  thousand  line  contracts,  are  paying  too 
nor  the  potentiality  or  ever  increasing  ht‘le.  ‘he  differential  is  coming  out  of 
patronage  to  the  newspaper.  ,  ‘^e  profits  of  the  publisher,  who  thus 

Whether  it  be  a  1,000  line  contract  or  sees  fit  to  further  contribute  to  the  devel- 
a  20,000  line  contract,  the  national  ad-  opnient  and  welfare  of  his  own  home  town 
vertiser  must  be  taken  care  of.  The  through  its  retail  merchants, 
newspaper  must  stand  ready  to  give  him  .  You  might  as  justifiably  contest  his 
service  when  he  wants  it  and  how  he  fght  to  irake  a  direct  donation  or  w- 
,^(5  quest  to  his  city  as  to  question  his  right 

The  national  advertisers’  copy — with  all  ‘o  ‘J®  ‘h'S-  j 

its  requirements  and  demands — does  con-  ‘o  carry  much  of  his  burdens  and  the  as- 

tribute  to  the  stabilization  of  the  news-  - - 

paper  business  and  to  the  raising  of  that 
newspaper  into  a  higher  class  m^ium  and 
institution,  but  not  to  any  such  degree 


^hi 


Dispaldi-tlerald 


Leads  the  second  Erie,  Pa.,  news¬ 
paper  in  circulation,  local  adver¬ 
tising,  national  advertising  and 
good  will  of  its  public,  and  leads 
a  good  margin. 

Erie,  Pa,,  Dispatch-Herald 

WILLIAM  A.  HENDRICK.  PiAHsliar 
LOUIS  BENJAMIN,  Trsaa.  *  Gan.  Mgr. 
CHAS.  H.  EDDY  CO.,  RspesssnSaHves 
New  York  Qiiesice  Bastan 


Buffalo  —  A  Profitable 
Market  for  Advertisers 

Sales  in  Buffalo  are  splendid 
for  advertised  goods.  Employ¬ 
ment  conditions  excellent, 
retail  and  other  business  thriv¬ 
ing.  One  newspaper  will  put 
your  story  over  to  83%  of  the 
people — that  paper  is  the 

BUFFALO  EVENING  NEWS 

Read  in  4  out  of  S  Buffalo  homot 
Edward  H.  Butler,  EdHor  and  Puhttsher 
KaUr-Sadth  Compang,  Rsprsamtativaa 
Marlirklga  Bldg.  Lytton  Bldg. 

Naw  York,  N.  Y.  Ckloago.  DL 


Regional  Advertising 

I  ^ 

Regional  Rates 


The  Christian  Science 
Monitor 

An  International  Dally  Newspaper 
PnUlshIng  SELECTED  ADVEKTISINO 

ATLANTIC,  CENTRAL  and 
PACIFIC  Editions 

Rates  and  Circulation  Data 
Supplied  on  Request 

ADVERTISING  OFEICKS 
Boston  New  York  Kansas  City 

Philadelphia  London  San  Francisco 

ChIcaRO  Paris  Ixm  Angeles 

Cleveland  Florence  Seattle 

Detroit  Portland 

“Buy  What  You  Can  Use" 


MICHIGAN 

and  tHe 

BOOTH  NEWSPAPERS 

THE  LEADING  NEWSPAPER  IN 
GRAND  RAPIDS— THE  ONLY 
DAILY  IN  SEVEN  OTHER 
CITIES 

Tko  Grand  Rapida  Prass 
Tha  Flint  Dally  Journal 
Tha  Saginaw  Newt  Courier 
Tka  Kahunasoo  Caaetta 
Tba  Jackson  CItison  Patriot 
The  Bay  City  TImae  TrflNaM 
Tha  Muskegon  Chrooicio 
The  Ann  Arhor  TImai  News 

National  Advertising  Representatwie 

I.  A.  KLEIN  J.  E.  LUTZ 

M  East  42nd  St.  Tower  Building 
New  York  City  Chicago.  lU. 


rick 


Your  Curd  Northern  Ohio ! 

0T  one  of  the  eountry’a 

Introduction  Markets 


fi^d 

The  LousyilleIuies 

Rtfraetntad  NetHamM,  by 
TW  B.  C  BECKWITH  Syodal  AgOMg 


to  the  people  of 
MONTGOMERY  COUNTY, 
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is  the 

Norristonin 


one  of  the  country’s 

Greatest  Markets 

covered  ALONE  by 
one  of  the  country’s 

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Simrs 


National  Representative 
Paul  Block,  Inc. 

PbUadalphla,  New  York,  Chicago, 
Boston.  Detroit.  • 


QfePlain 

ONI  mtdmm-QVS.Casi 


Ller 


J.  B.  Wsadwu- 
110  E.  tld  •« 

Na«  Too 


Vsodward  A  Rally 
SM  N.  Mkh.  Avs. 
Chicago 


Editor  &  Publisher  for  November  21,  1925 


LONDON  DAILY  FINED  100  POUNDS  FOR 
“RED”  CARTOON,  AMERICAN  STYLE 


Although  No  Names  Were  Mentioned,  Court  Held  Publication 
Was  Prejudicial  to  Rights  of  Six  Arrested 
Communists 


By  HUGH  J.  HARLEY 


defendants  through  the  publication.  Hav¬ 
ing  carefully  considered  the  whole  of 
what  was  written  and  the  cartoon,  it  was 
decided  that  this  could  not  fairly  be  de¬ 
scribed  as  comment  only  on  the  policy 
pursued. 

Looking  at  the  cartoon — and  but  for 
the  cartoon  the  Court  would  have  been 
disposed  to  accept  the  argument  for  the 
defense — it  represented  a  person  driving 
a  car.  He  was  labelled  “Communism” 
and  there  were  two  others  in  the  car 
labelled  “Sedition”  and  “Mutiny” — the 


FORESHADOWED  EVENTS 


Nov.  22-24 — Seventh  District,  A.A, 
C.W.,  annual  convention,  Okla¬ 
homa  City. 

Dec.  2-4 — Texas  Editorial  Assn., 
annual  meeting,  Brownsville. 


I 


To  Enter  Daily  Field 


A  FINE  of  100  pounds  and  trial  costs  The  defense  was  a  cross  section  of  the  very  offenses  with  which  the  men  under 
^  upon  the  editor  of  the  London  Even-  newspaper  political  and  official  pronounce-  arrest  were  charged.  The  court  con¬ 
ing  News  because  he  published  a  cartoon  ments  against  communistic  activities  as  a  sidered  that  it  was  calculated,  or  might 
deemed  prejudicial  to  the  communists  who  menace  to  the  British  nation.  It  was  tend  to  prejudice  the  defendants,  although 
were  arrested  recently  in  the  British  drive  held  that  the  cartoon  and  the  leading  they  were  not  directly  pointed  at  in  the 


against  agitators  of  this  type,  gives  a  article  entitled  “Well  done,  Jix”  were  not  cartoon,  nor  was  anything  written  against 
curious  view  of  the  trials  and  tribulations  intended  to  prejudice  the  trial  of  the  any  individual. 

of  British  newspapers.  The  cartoon  and  accused  men;  there  had  been  for  some  The  defense  had  called  the  Court’s  at- 
the  accompanying  article  were  typically  in  time  a  campaign  of  revolutionary  propa-  tention  to  other  newspapers  in  w'hich  at- 
accord  with  the  natural  reaction  of  news-  ganda  which  had  for  its  object  the  sapping  tacks  were  made  on  the  policy  of  this 
papers  throughout  the  United  States — in  of  the  foundations  and  well-being  of  the  particular  prosecution ;  they  had  not  today 
fact  they  may  be  regarded  as  a  part  of  country.  to  consider  whether  any  or  all  of  those 

the  American  newspaper  atmosphere  of  It  was  not  a  mere  newspaper  rumor ;  its  publications  constituted  the  .same  offense 


The  Haines  City  (Fla.)  Herald  week¬ 
ly  will  become  a  daily  publication  some 
time  next  month,  with  Associated  Press 
service.  Start  of  the  daily  hinges  upon 
the  installation  of  a  new  Duplex  model 
A  press. 

M.  J.  Lee  is  publisher  of  the  Herald 
and  E.  G.  Denham  is  editor. 


the  American  newspaper  atmosphere  of  It  was  not  a  mere  newspaper  rumor ;  its  publications  constituted  the  .same  offense 
enterprise,  featuring  and  fearless  comment  cxstence  was  stated  on  the  Home  Secre-  as  that  alleged  against  the  Evening  News, 
which  has  invaded  the  British  hies.  tary’s  authority.  He  was  not  suggesting  If  and  when  any  of  these  publications 

But  that  atmosphere  is  being  achieved  that  any  of  these  defendants  had  anything  were  brought  before  the  Court,  they  would 
at  heavy  monetary  costs  as  the  Evening  to  do  with  that  campaign.  But  in  this  deal  with  them  as  justice  demanded.  It 
News  case  will  illustrate,  situation  there  had  arisen  two  sharply  was  true  that  as  had  been  said,  this  case 

The  charge  of  contempt  of  court  was  contrasted  schools  of  thought ;  a  passive  was  one  which  would  attract  considerable 
brought  on  behalf  of  six  of  the  commu-  school  which  held  that  to  prosecute  was  public  attention.  It  was  the  more  neces- 
nists  who  had  been  arrested  and  accused  to  advertise  and  to  convict  was  to  make  sary  that  there  should  be  care  not  to 
of  violating  the  Incitement  to  Mutiny  Act.  martyrs,  and  that  movements  of  that  sort  publish  criticism  of  the  prosecution  or 
The  publicity  to  which  objection  was  should  be  treated  with  a  little  amusement  the  defense  which  might  affect  the  trial, 
taken  included  an  article  and  a  cartoon  and  a  good  deal  of  contempt.  Against  If  comments  were  brought  to  the  notice 


Foreign  Writer*’  Dinner  Postponed 

Annual  dinner  of  the  Association  ol 
Foreign  Press  Correspondents  which  was 
.scheduled  for  Thursday  night,  Nov.  19, 
was  postponed  to  a  later  date. 


entitled  “The  New  Road  Signs.”  The  that  school  was  an  active  school  consist-  of  the  Court;  which  tended  to  prejudice 


Home  Secretary  Sir  William  Joynson-  ing  of  those  who  thought  that  to  ignore  either  the  prosecution  or  the  defense  the 
Hicks  was  depicted  in  the  uniform  of  a  such  a  movement  was  the  policy  of  the  Court  would  not  hesitate  to  use  its  powers 
policeman  painting  “Stop”  on  the  road  in  ostrich,  and  that  steps  should  be  taken  by  to  put  a  final  stop  to  such  comments, 
front  of  a  dilapidated  motor  car  labelled  those  in  authority  to  put  the  law  in  mo-  The  judgment  concluded  with  the  fixing 
“Red.”  and  which  contained  three  unpleas-  tion. 

ant  looking  persons  labelled  “Commu-  The  Evening  New's  for  a  long  time  had  The  case  ha.s  opened  an  almost  endless 
nism,”  “Mutiny”  and  “Sedition.’  advocated  the  active  school  and  the  car-  vista  _  of  possible  prosecutions  for  the 

The  article  was  headed  “Well  done,  toon  and  the  article  to  the  regular  reader  Evening  News  defense  quoted  many  com- 
Jix,”  and  its  opening  paragraphs  read:  of  the  newspaper  would  seem  merely  a  ments  printed  in  the  most  important  news- 
“Sir  William  Joynson- Hicks,  Secretary  logical  step  in  the  policy  of  the  publication  papers  of  England. 

of  State  for  the  Home  Department,  more  and  would  not  be  thought  to  be  directed - 

briefly  and  affectionately  known  as  ‘Jix,’  against  any  individuals.  No  doubt,  the  Europe  won’t  pay  the  instalments  on 
has  made  good.  proper  policy  to  be  adopted  was  a  matter  that  war  and  we  can’t  take  it  back. — 

“The  strong  words  which  he  has  spoken  most  carefully  considered  by  the  Govern-  Little  Rock  Arkansas  Gazette. 
on  oublic  platforms  with  regard  to  the  ment,  and  this  article  and  the  cartoon 
Communist  menace  have  been  translated  were  merely  intended  to  express  satis- 

into  fact  and  the  law  has  been  put  into  faction  that  the  Government  had  adopted  | 

operation  against  the  spreading  of  sedi-  the  policy  which  the  newspaper  had  been  \ 

tion.  advocating  and  were  not  directed  to  the  'StlC 


Europe  won’t  pay  the  instalments  on 


“Almost  alone  among  the  members  of  innocence  or  guilt  of  particular  persons. 


the  government,  the  Home  Secretary  has  The  Court’s  judgment  stated  that  the 


for  some  time  past  recognized  the  gravity  question  to  be  determined  was  whether  the 
of  the  situation  created  by  allowing  Evening  News,  either  by  its  cartoon  or 

J- _ ...  _ A-  1 _ _ x! _  T:^»»  U«J 


direct  incitements  to  violence  to  continue  in  the  artcle  “Well  done,  Jix”  had  violat- 


unchecked. 

“When  he  declared  his  intention  of  put- 


ed  the  well-established  rule  of  the  court 
which  prohibited  the  publication  of  any- 


ting  an  end  to  this  state  of  things  he  was  thing  other  than  that  which  was  a  fair  and 
girded  at  alike  by  those  who  imagined  that  accurate  report  of  the  proceedings  in  the 


to  prosecute  sedition  was  only  to  adver-  Court  itself.  It  was  true  that  the  juris- 
tise  those  who  spread  it,  anil  by  those  diction  was  not  to  be  exercised  when  there 


who  declared  that  free  speech  was  such  was  merely  a  technical  contempt,  and  the 
a  priceless  jewel  that  no  bounds  should  definition  of  that  brought  one  back  to  the 


be  placed  upon  it. 


“He  has  proved  himself  a  strong  man 


by  getting  his  own  way  with  the  Govern- 


rule  that  the  matter  must  be  either  in¬ 
tended  or  calculated  to  prejudice  a  fair 


[These  two  newspapers  of¬ 
fer  the  most  powerful  all¬ 
day  service  in  New  York 
available  as  a  unit  under  a 
single  contact.  The  650,000 
Daily  World  —  Evening 
World  readers  constitute  a 
highly  (Concentrated  force  to 
be  reckoned  with  in  any 
campaign  designed  to  effect 
distribution  in  Greater  New 
York. 


ment  despite  the  inertia  against  which 
he  had  to  contend ;  and  not  only  the  Con¬ 
servative  Party  whose  views  were  clearly 


In  the  present  case,  the  Court  held, 
there  was  no  suggestion  or  ground  for 
suggesting  any  such  intention,  and  all 


expressed  at  the  Brighton  Conference,  but  Court  had  to  consider  was  the 

the  whole  country  will  thank  him  for  his  Question  of  possible  prejudice  against  the 
energetic  action.” 


PuUtzar  Buildtnc,  N«w  York 
Trlbuno  Tower,  Chicago 


The  prosecution  alleged  that  if  this 
sort  of  publication  were  to  be  allowed  it 
would  be  extremely  difficult  for  any  jury¬ 
man  to  bring  an  unbiased  mind  to  the  trial 
of  these  men  and  it  mattered  not  that  some 
people  might  be  influenced  in  their  favor. 

A  full  court  in  the  King’s  Bench  divi¬ 
sion  sat  upon  the  case  very  promptly. 


Camel  Cigarettes 


is  another  of  the  nationally  fa¬ 
mous  accounts  which  has  recog¬ 
nized  the  fact  that  the  Washing¬ 
ton,  D.  C.,  territory  cannot  be 
adequately  covered  without 


In  New  Orleans  IPs 

THE  MORNING  TRIBUNE 

(Published  week-day  mornings  J 

THE  NEW  ORLEANS  ITEM 

(Published  week-day  afternoons) 

THE  ITEM  TRIBUNE 

(Published  Sunday  mornings) 


The 

Washington 

Times 


THE  WELFARE  COMMITTEE 

of  the 

INTERNATIONAL 
CIRCULATION:  MANAGERS 
ASSOCIATION 


The  futility  of  the  “one  paper 
buy”  argument  is  nowhere  better 
illustrated  than  in  the  experiences 
of  its  national  advertisers. 


Sold  to  National  Advertiser*  at 
a  combination  rate  ISc  a  line 
week-day*  and  18c  a  line  Sun¬ 
day*. 


PAYNE,  BURNS  &  SMITH 

New  York  City — Boston 

G.  LOGAN  PAYNE  Cd. 

Chicago  •  Detroit  -  St.  Loui*  •  Loo  Angele* 


Can  supply  you  with  com¬ 
petent  circulation  men  of 
capacity  and  ability  capable 
to  take  entire  charge  of  your 
department  or  to  fill  impor¬ 
tant  posts  in  the  department. 
Address  the  Secretary- 
Treasurer  please,  Mr.  Clar¬ 
ence  Eyster,  care  Star 
Building,  Peoria,  Ill. 


The^dji^Trade 

Territory 

A  A  Disfinct 
Marketing  Unit 


It  is  Covered 

One  Medium^ - 

The^chitd  Eagle 

Ask  forComplrfe  Details 
and  Herchandisii^  Data 


STIif  (ffaglc 


L\VicKit<j,Kaas<is  . 


REPREStNTED  BY 

Tht  S  C  Beckwith  Special  Agency 


MARKET 

NEWS 


Plus  TABLES 


An  unusual  financial  service 
that  places  emphasis  on  the 
news  that  influences  the 
course  of  security  and  com¬ 
modity  prices. 


COMPLETE  OR  IN  PART 
BY  LEASED  WIRE 


PENTRAL  NEWC 

of  Annerica  ^ 


ESTABLISHED  U14 


42  New  Sl,  New  York  City 


Cljronirlt 


P.W'INO  circulation 
determines  the  logi¬ 
cal  choice  of  an  adver¬ 
tising  medium.  In  San 
Francisco  and  North¬ 
ern  California  it  is  a 
recognized  '  fact  that 
The  Chronicle  follow¬ 
ing  has  the  buying 
power. 

NAtinnul  R*#rct»ntatikr«  , 

\N  illi.inis,  I  rcncc  A  ( .rc>mcr  Co. 


i 

A 


Editor  &  Publisher  for  November  21,  19  2  5 


LETTERS  FROM  OUR  READERS 


Direct  Mail  and  Newspapers 

To  Editor  &  Plblisher:  On  several 
liferent  occasions  during  the  past  few 
c.nths.  there  have  appeared  in  your 

ifldcriu'.  publication  special  articles 
'itten  by  feature  writers  on  the  general 
eme,  “Direct  Mail  Advertising  vs. 
ewspaper  .Advertising." 

I  The  result  of  these  feature  articles  is 
it  has  caused  advertising  men  to 
.!  that  there  has  been  some  kind  of 
■  trovtrsy  between  the  official  groups 
newspapers  and  direct  mail  advertisers. 
75  situation  has  caused  me  concern  as 
:!1  as  other  men  in  Direct  Mail  Adver- 


“The  Miami  Herald  was  the 
only  one  other  newspaper  to 
equal  the  Post- Dispatch  achieve¬ 
ment,  for  which  Florida  real  es¬ 
tate  advertising  was  responsible.’’ 


If  at  any  time  literature  has  appeared 
I,-  .;  prompted  a  discussion  or  controversy 
[,:A.tii  these  two  great  mediums  of  ad- 
i.'!i5inc,  we  in  organized  Direct  Mail 
.Iverti'ing  have  not  been  responsible  for 
i  in  any  way,  shajK;,  or  form. 

At  the  recent  Boston  convention  of  the 
I  rrot  Mail  Association,  I  made  this  a 
r.;!itr  of  record,  by  bringing  up  in  our 
Irntiii'.;  a  strong  recommendation  to 
[.;  ili:r  (as  a  I>irect  Mail  organization) 
(jj'lK'r'  to  the  newspapers  of  the  country. 

Thi'  presentation  was  later  put  into 
(  form  of  a  resolution  and  adopted  by 
(  Oneral  .Assembly  at  the  last  session 
the  convention  as  follows; 


“RESt>LVED,  That  as  advertising  is  the  art 
ictrnce  of  (>ersuading  a  proAtable  proper* 
of  a  given  class  or  classes  of  people  to 
,  through  the  printed  word,  and  that  all 
cit  '  01  expression  and  circulation  arc  but 
•;«  to  that  end,  we  pledge  to  the  newspapers 
;  all  the  other  proper  advertising  media  our 
't>  co-operation  and  support,  thanking  the 
'b.n  newspapers,  in  particular,  for  the  news 
:  editorial  support  they  have  so  generously 


Mr.  William  Rogers  of  the  Boston 
ymscript  was  present  at  the  time  I 
rjde  this  presentation  to  the  Association, 
i  d  entered  a  strong  plea  to  every  Asso- 
3tii>n  member  to  give  hearty  support  to 
7'  newspapers  of  the  country,  and  to 
irain  at  all  times,  in  any  meeting  of 
livcrti'crs,  from  making  a  comparison 
'  way  or  the  other  as  an  official  body. 

I  want  to  be  sure  that  this  expression 
the  Direct  Mail  Advertising  Associa- 
n  is  given  to  all  the  members  of  the 
'■*5[)aii(r  fraternity,  because  we  have 
i  rrythin;:  in  common  to  work  for,  and 
v.tn  any  one  medium  of  advertising 
-attacked  by  another  medium,  the  whole 
'■ucture  of  advertising  is  consequently 
;-:ng  undermined. 

Homer  J.  Buckley 
Buckley,  Dement  &  Co.,  Chicago. 


In  the  first  place,  your  statement  is 
an  error  since  during  the  past  three 
months,  the  Miami  Herald  on  several 
occasions  has  printed  regular  week-day- 
editions  of  80  pages.  Therefore,  the 
word  “equal”  is  not  in  place.  It  should 
have  been  “exceeded.” 

The  concluding  phrase  of  your  para¬ 
graph,  “for  which  Florida  real  estate 
advertising  was  responsible,”  we  regard 
as  entirely  uncalled  for.  During  the  16 
years  history  of  the  Miami  Herald,  real 
estate  has  been  the  source  of  the  largest 
linage  in  advertising  in  Miami.  It  is  as 
much  a  part  of  our  financial  life  as 
automobiles  in  Detroit,  or  a  department 
store  in  St.  Louis.  .A  large  numlxT  of 
the  present  real  estate  firms,  advertising 
in  The  Herald,  have  been  in  existence 
for  15  years  or  more.  Therefore,  they 
should  rank  as  high  in  the  estimation  of 
the  public  as  the  Famous  &  Barr  store. 

We  note  the  Post-Dispatch  carried 
15  solid  pages  of  advertising  for  one 
department  store  and  7  solid  pages  for 
another  department  store. 

We  do  not  recall  that  at  any  time  in 
the  newspaper  history  of  Miami  that  any 
real  estate  firm  has  carried  more  than 
four  pages  of  advertising  in  one  issue. 
Occasionally  a  number  of  them  carry  two 
pages,  but  the  general  run  is  from  one 
page  down  to  the  smaller  advertisements. 

Therefore,  we  believe  that  the  real 
estate  advertising  in  The  Miami  Herald 
is  more  representative  of  the  number  of 
concerns  doing  business  in  Miami  than 
is  the  department  store  advertising  in  the 
St.  Louis  Post-Dispatch 

We  believe  tliat  the  writer  of  the  para- 


BUILDINGS 
PLANT  LAYOUTS 
PRODUCTION 
OPERATION 


An  organization  specializing  solely 
M  newspaper  building  design,  man- 
ntacturing  and  production  problems. 


WESTON 


'Newspaper  Buildings 
Plant  Layouts 
Production,  Operation 


New  York 


Leadership 


The-  feature  articles  that  Mr.  Buckley 
'  :ilemly  refers  to  were  precipitated  by 
'  r  amazing  and  we  believe  wholly  mis- 
I'lfcn  assault  on  newspaper  advertising 
J.  G.  Pattee,  of  the  Necomb  Endicott 
'i-partiTu  lit  store,  Detroit,  and  the  broad- 
o-tint;  of  his  statement  to  department 
■  ft  proprietors.  Mr.  Buckley’s  attitude 
i-<l'  the  resolution  adopted  are  highly 
"  mimiidable  in  theory  and  in  practise. 


Each  month  for  four  con¬ 
secutive  months  —  July, 
August,  September,  Oc¬ 
tober — The  New  York  Sun 
has  published  more  adver¬ 
tising  than  any  other  New 
York  evening  newspaper. 


280  Broadway  New  York 


Miami  Herald  Advertising 

To  Editor  and  Publisher: 

In  your  issue  of  October  31,  on  page 
tmder  the  caption  “New  Week-day- 
word,”  calling  attention  to  the  edition 
'•  the  St.  Louis  Post-Dispatch  which 
f'^sisted  of  76  pages,  you  say — 


West  42nd  Street 


New  York 


NEW  YORK  STATE 


Westchester  County’s 


Fastest  Growing  Cities 

Mount  Vernon  and 
New  Rochelle  and 
The  Vicinity  Towns 


Are  Covered  Completely  by 

THE  DAILY  ARGUS 

of 

Mount  Vernon 


THE  STANDARD  STAR 

of 

New  Rochelle 


Both  Momhorg  of  A,  B.  C, 


Westchester  Newspapers,  Inc. 

Franklin  A.  MerrUm,  Ptm. 

•  Mount  Vornoa — Now  RochoUo 


graph  we  have  referred  to,  must  have  in¬ 
tended  a  slighting  reference  to  The 
Miami  Herald.  Of  course,  it  was  bred 
of  ignorance  of  the  real  estate  conditions 
that  have  existed  in  Miami  for  more  than 
15  years.  We  believe  it  is  as  reputable 
to  print  an  80  page  paper  made  up  of  a 
large  percentage  of  real  estate  advertis¬ 
ing  from  established  firms  and  properly 
incorporated  companies  as  it  is  to  run 
department  store  advertising  or  any  other 
kind  of  advertising. 

We  might  question  the  judgment  of 
any-  one  concern  running  15  solid  pages 
in  one  edition  of  any  paper.  It  might 
appear  as  if  the  firm  using  so  much 
space  intended  using  the  complete  paper 
as  a  catalog  rather  than  a  direct  appeal 
to  the  day’s  trade.  That,  of  course,  is 
a  matter  for  discussion.  The  newspaper 
that  naturally  has  the  greater  appeal  to 
the  public,  is  the  one  containing  the 
greatest  representation  in  number  of  ad¬ 
vertisers.  The  public  is  entitlcil  to  the 
advantage  offered  by  competition. 

We  are  sure  that  you  personally-  iii- 
tendetl  no  reflection  on  The  Miami 
Herald  by  the  phrase  “for  which  Florida 
real  estate  advertising  is  responsible,” 
but  we  are  certain  that  you  .sec  our  point 
and  will  do  what  you  can  to  prevent  a 
reairrence  of  these  statements. 

.  Sincerely  yours, 

1-RANK  B.  Shutts. 

I’ublishcr 

The  Miami  Herald. 


‘PLAYER  WRITER”  RULING 


The  Morning 
Telegraph 


Is  the  giant  influence  on 
the  Turf,  in  Society,  Music, 
Theatre,  Motion  Picture 
and  Finance,  having  the 
largest  circulation  of  any 
Daily  in  the, United  States 
at  a  ten-cent  Price. 


Circulated  in  every  State 
in  the  Union  and  the  prin¬ 
cipal  capitals  of  Europe. 
An  exclusive  market  forjts 
advertisers. 


Corning 

SOth  St.  &  8th  Ave.,  N.  Y.  City 


QRAUURE 

SECTIONS 

PRINTED 


SPECIAL  AND  REQULAR 
EDITIONS.  MAQATINE 
INSERTS  AND  COM¬ 
MERCIAL  UJORK. 


Standard  Qravure 
Corporation 


ington  writers  allied  themselves  with 
their  brethren  in  New  York  and  in  op¬ 
position  to  those  in  Chicago. 

President  James  M.  Gould,  of  St. 
Louis,  is  bitterly  opposed  to  the  custom 
of  having  baseball  players  “write”  stories 
of  world  series  games  and  went  on  record 
to  this  effect  during  the  series  between 
Washington  and  Pittsburgh. 

.A  couple  of  weeks  ago  the  Chicago 
chapter  of  the  Baseball  Writers  Associa¬ 
tion  adopted  a  resolution  asking  Judge 
Landis  to  refuse  permission  to  players  in 
the  future.  Now  votes  are  being  taken 
in  every-  major  league  city.  President 
Gould  is  seeking  to  learn  the  feeling 
among  the  writers  before  proceeding 
further  in  the  matter. 


Alumni  Association  Meets 


,  -OUlSUlLLt  Kg 


Routine  business  was  transacted  at .  a 
short  meeting  of  the  Graphic  .Arts  .Alumni 
.Association,  of  the  N.  Y.  E.  P.  A.,  held 
Monday,  November  16,  at  the  Cafe  Boule¬ 
vard.  The  members  will  hold  another 
meeting  December  14. 


Washington  and  New  York  Baseball 
Scribes  Vote  Hands-off 

Washington’s  baseball  writers  are  in¬ 
clined.  to  keep  hands  off  the  approaching 
conflict  over  pla.ver-writers.  .-At  a  meet¬ 
ing  last  night  they-  adopte<l  a  resolution 
to  the  effect  that  they  have  nothing  to 
do  with  the  regulations  of  organized 
baseball  along  this  line,  nor  to  tell  own¬ 
ers  and  managers  of  newspapers  what 
should  be  printed  or  not  printcil  in  sports 
news..  Tn  taking  this  action  the  Wash- 


California’s 
Great  Newspaper 


More  news,  reading 
matter  and  advertising 
than  any  other  Pacific 
Coast  newspaper. 

Circulation  96%  home 
delivered  and  95%  con¬ 
centrated  in  the  Los  An¬ 
geles  metropolitan  market. 


We  have  told 
you  sixteen 
times  in  this 
space  about  —. 


The  Evening  Star 


Franklin,  1ml. 


We-liave  enjoyed  it.  Maybe 
yon  have. 


Thank  You! 


Use  the 

COMBINATION  RATE 

OF 

The  Gazette  Times 


(Mominff  and  Sunday) 


Chronicle  Telegraph 

(Evening) 

in  order  to  cover  Pittsburgh  and 
Western  I’ennsylvania  thoroughly 
at  the  lowest  cost. 


Member  A.  B.  C. 


URBAN  E.  DICE,  Nat.  Adv.  Mgr. 
GAZETTE  SQ.,  PITTSBURGH,  PA. 
National  Representative: 

E.  M.  BURKE.  Inc. 

42nd  and  Broadway.  N.  Y. 

122  8.  Kichigan  Blvd.,  Chicago. 
Constitution  Bldg.,  Atlanta,  Oa. 

R.  J.  BID-WELL  CO. 

742  Karket  St.,  San  Francisco,  Cal. 
Timas  Bldg.,  Los  Angeles,  Cal. 


.-1 


.  X 


40 


Editor  &  Publisher  for  November  21,  1925 


By  A.  A.  BRANDON 

Circulation  Manager,  Long  Island  City  (N.  Y.)  Star 

Address  Delivered  at  Buffalo  Convention,  New  York  State  Circulation 
Managers’  Association 


— Qyj  sports  department  covers  in  detail 

the  local  sport  situation  covering  high 

HOME  DEXilVERY  THE  CIRCULATION  HEART  schools,  etc.,  religiously.  Everything  in 

_ _  our  newspaper  from  first  to  last  page  is 

OF  COMMUNITY  NEWSPAPER'S  SEIRVICE  treated  entirely  from  a  community  angle 

■*  _  and  planned  entirely  from  the  point  of 

•  r»  »  r>»>  Community  appeal. 

By  A.  A.  BRANDON  In  summing  up  I  will  say  that  circula- 

Circulation  Manager,  Long  IsUnd  City  (N.  Y.)  Star  building  on  a  metropolitan  news- 

paper  in  New  lork  City — taken  for 

Address  Delivered  at  Buffalo  Convention,  New  York  State  Circulation  granted,  of  course,  that  your  paper  has 
Managers’  Association  ^he  proper  ingredients  as  before  outlined 

— consists  of  establishing  a  point  of  sales 

_ _ _  contact  which  the  Manhattan  dailies  lack, 

and  working  that  point  of  contact  over- 

Mr.  Brandon  has  been  in  charge  of  lisher's  mind  as  his  next  move  when  he 
circulation  on  the  Star  for  a  year.  He  gets  the  material, '  money  and  confidence 

is  now  33  years  old  and  has  been  in  to  go  ahead  with  the  thing.  There  are  •  BICKEL  COMPLETING  TOUR 

circulation  work  since  he  began  to  carry  three  other  New  York  community  news-  _ 

the  Denver  Post  22  years  ago.  Most  of  paix;rs  to  my  knowledge  that  have  in-  ,,  p  p  -j.  .  u  v  R  -i 
his  experience  has  been  in  the  IVest,  in-  stalled  or  are  now  installing  carrier  home  *^*’***‘**"‘  Visited  Brazil, 

eluding  several  years  as  circulation  man-  delivery.  Uruguay,  Argentina  and  Chile 

ager  of  the  old  Ogden  (Utah)  Exam  started  installing  our  system  not  Karl  A.  Bickel,  president  of  the  United 

quite  a  year  ago,  and  today  the  terri-  Press  Associations  who  is  on  a  trip  of 

Building  circulation  on  a  community  torj  is  over  half  covered  with  a  first-  inspection  to  all  South  American 
.l..;i,.  *1,0  oi*,,  of  Vo\*;  VorL-  nro-  class  deliverv-  I  have  trnne  ahead  with  hi'ireaiis.  arrived  .  Nov  10  in  Arira. 


BICKEL  COMPLETING  TOUR 


ager  of  the  old  Ogden  (Utah)  Exam- 


U.  P.  President  Has  Visited  Brazil, 
Uruguay,  Argentina  and  Chile 

Karl  A.  Bickel,  president  of  the  United 


President  Alvear,  of  Argentina,  :> 
ceived  Mr.  Bickel  in  special  audicu; 
during  his  Buenos  Aires  stay. 
chief  executive,  in  an  interview  w- 
the  U.P.  president  on  that  occ«;j 
voiced  the  desire  of  Argentina  to  & 
courage  the  immigration  to  that  Cour.  - 
from  European  countries. 

A  visit  to  Mendoza,  Argentina, 
luded  Mr.  Bickel’s  trip  across  the  .\i;v, 
to  Chile.  The  Chilean  foreign  minis-  ■ 
Senor  Barros  Jarpa,  American  .\mbi: 
sador  Collier,  the  directors  of  the  Sa* 
tiago  newspapers  and  other  dis-.ii.guis-J 
citizens  of  Chile  were  the  guests  of  M; 
Bickel  at  a  dinner  given  before  his  > 
parture  from  Santiago  for  \'ahi,ir:,-. 
where  he  took  ship  for  the  north. 

Following  a  brief  stop  at  Arica,  Mr 
Bickel  will  continue  his  journey  nor  . 
ward  to  Lima  where  he  will  retnain  > 
week  or  more  before  proceeding  to  • 
Canal  Zone. 


^  daily  in  the  city  of  New  York  pre-  class  delivery.  I  have  gone  ahead  with  bureaus,  arrived  Nov.  19,  in  Arica, 
sents  a  promotion  problem  different  from  our  system  slowly  but  surely,  and  our  scene  of  the  negotiations  for  arranging 
that  found  in  promotion  expenses  for  the  year,  includ-  the  terms  of  the  Tacna-Arica  plebiscite, 
most  other  metro-  mg  all  installation  costs,  as  well  as  sev-  He  was  greeted  on  his  arrival  by  Harry 
pfjlitan  cities.  cral  carrier  contests,  sampling,  solicita-  W.  Frantz,  I'nited  Press  staff  corres- 
VVe  make  no  tion,  verification,  etc.,  is  within  $8,(XX).  pfjndent  who  is  covering  the  plebiscite, 
pretense  whatever  hrom  the  foregoing,  you  will  understand  Mr.  Bickel’s  trip,  now  nearing  comple- 
of  out-and-out  that  I  consider  the  first  step  in  building  tion,  has  taken  him  to  Brazil,  Uruguay, 
competition  with  circulation  on  a  community  newspaper,  Argentina  and  Chile  and.  before  it  is 
Manhattan  dail-  the  establishing  of  a  boy  delivery  system,  concluded,  will  take  him  to  Peru, 
ies.  do  that  Since  launching  the'  system  on  half-  Panama  and  Cuba. 

would  be  certain  coverage  I  have  run  a  few  successful  car-  .Accompanied  bv  Mrs.  Bickel,  the 
suicide.  \\  e  can  t  rier  contests.  In  the  direct  contact  I  United  Press  president  arrived  in  Rio 
hope  to  crowd  a  i,ave  secured  I  have  been  driving  home  dc  .laneiro  on  Sept.  23.  He  spent  two 
big  paper  out  through  the  carriers’  sales  talks  the  one  .weeks- in  Rio  and  Sao  Paulo,  Brazil 
when  we  push  i,ig  p„int,  namely,  showing  the  prospect  conferring  with  the  client  newspapers  of 
our  paper  in.  that  he  is  an  actual  part  of  this  cOm-  the  United  Press  and  arranging  for  im- 
A.  A.  Brandon  ^  h  e  r  e  lore,  we  niunity  and  needs  our  paper.  We  have  provements  and  expansion  of  the  ser- 

used  a  systematic  sample  campaign  to  vice.  James  1.  Miller,  vice-president 
and  <:nrT.nt;r.**.c  11  e  w  s  educate  our  residents  to  read  our  paper  and  South  American  manager  of  the 

WV  rancid*..-  3t  all.  and  we  are  going  to  conduct  more  simi-  U.P.,  Joined  Mr.  Bickel  in  Brazil  and 

.a*' f,  mam  task  to  be  edu-  campaigns.  accompanied  him  when  he  left  for  Buenos 


eating  the  prospect  to  the  fact  that  no 
matter  what  Manhattan  newspapers  he 
reads,  he  owes  it  to  himself  and  his 
family,  to  first  know  what  is  going  on 
in  his  own  community — in  fact,  in  his 


accompanied  him  when  he  left  for  Buenos 


W'e  have  a  prize  stunt  on  now  in  Aires  during  the  second  week  in 
which  various  prizes  of  value  rangin.g  October. 


from  50  cents  to  $4.50  are  offered  to  He  reached  Buenos  Aires  on  Oct.  15 


own  block.  W'e  shoot  our  heavy  news-  ^  month-subscriptions.  1 

heads  on  local  happenings,  and  in  New  ^  unusually  re- 

York  City  there  are  always  enough  ac-  spon^ive  to  this  kind  of  promotion  be- 
cidents,  court  cases  and  important  local  may  seem  for  New  \ork 

news  in  every  community  to  make  inter- 

esting  reading  for  those  residing  in  that  not  been  overworked  as 

section.  'f*  most  places.  That  much  for  direct 

From  this  you  will  see  that  our  big  Pi''''motion. 
task  is  to  ding-dong  at  newcomers  un-  for  the  paper  itself.  I  have  al- 

til  we  convince  them  that  they  are  a  "'ays  considered  the  classified  pages  of  a 
part  of  our  community— that  the  com-  newspaper  a  very  important  factor  in  the 
munity  welfare  is  their  own  welfare  and  paper’s  circulation  possibilities.  It  is 
that  the  only  way  to  keep  abreast  of  the  «ven  a  more  important  factor  in  a  New- 
community  news  is  to  read  our  paper  York  community  newspaper’s  success 
regularly.  than  it  is  in  a  city  newspaper’s.  .My 

And  thereby  hangs  a  tale.  Until  re-  opinion  is  that  if  you  can  get  the  classi- 
cent  years  all  New  York  newspapers,  fied— the  right  kind  and  enough  of  it— 
community  and  Manhattan  papers  as  your  prospects  for  circulation  growth 
well,  depended  entirelv  for  their  circul-  are  incomparably  greater  than  without 
lation  in  the  greater  city  on  newsstand  it-  Fortunately,  we  have  more  than  two 
and  newsboy  sales.  No  direct  sales  con-  solid  pages  of  good,  clean  classified,  and 
tract  with  the  reader  could  be  made,  've  play  strongly  on  it. 

Carrier  delivery  to  the  homes  was  Our  news  and  editorials  are  always 
looked  upon  as  “small  town”  and  an  ex-  written  from  the  community  angle,  with 
pensive,  impossible  thing.  The  Bronx  the  editorial  force  focusing  their  efforts 
Home  News  was  the  first  newspaper  to  <m  community  appeal  alone.  Our  front 
realize  the  value  of  a  home  delivery,  page  is  given  over  entirely  to  local  news, 
and  so  set  about  to  develop  what  turned  _ 


boys  and  girls  who  turn  in  a  specified  and  remained  three  weeks  in  that  city. 


DO  YOU  NEED 
A  TRAINED  MAN? 


The  Personnel  Bureau  of 
Sigma  Delta  Chi,  an  organiza¬ 
tion  of  college  trained  newspaper, 
magazine  and  advertising  men, 
wants  to  help  you  find  him. 
The  Bureau  puts  you  in  touch 
with  experienced,  energetic  men 
— it  saves  you  time  by  recom- 
mendipg  only  those  who  meet 
your  requirements. 

If  you  expect  a  vacancy,  please 
write  Robert  B.  Tarr,  Director, 
Personnel  Bureau  of  Sigma  Delta 
Chi,  2929  Northwestern  Ave.,  De¬ 
troit,  Mich. 


NO  CHARGE  TO 
EMPLOYERS. 


out  to  be  the  first  successful  carrier 
home  delivery  system  in  the  Greater 
City. 

Since  the  success  of  the  Home  Ne-*vs 
other  community  dailies  have  become 
home-delivery-inspired.  On  nearly  every 
community  newspaper  where  a  home  de¬ 
livery  system  is  not  in  the  process  of 
installation  now,  it  is  perhaps  in  the  pub- 


La«  Angeles,  Calif. 

Cain^  7,StS  Dally  Average  Circulation 
Sworn  GoTcmment  Statement,  Six  Months 
Ending  Sept.  .SO.  1924.  174.280  Pally.  Six 
Months,  Ending  Sept.  30.  192.’i,  181.785  Dally. 
Increase  In  Dally  Average  Circulation.  7,500. 


rr  C0VEE8  THE  FIELD  COMPLETEIT 


HEPHESENTATIVES : 

H.  W,  Koloney,  604  Timas  Bldg.,  New  York. 
O.  Logan  Payne  Co.,  401  Tower  Bldg.,  6 
North  Kicbigan  Ave.,  Chicago, 

A.  J.  Norris  Hill,  710  Hearit  Bldg.,  San 
Francisco,  Calif. 


Sixty-Three 
Major  Daily 
Newspapers 
and  Five  Magazines 
Are  Subscribers  to  the 
Regular  Service  of 
Elditorial  Research 
Reports 


(November  15th.  1925) 


Editorial  Research  Reports 

828  18th  St.,  Washington,  D.  C. 


It^s  unanimous! 
T  he  New  Shop- 
o-scope  is  the  best 
of  all  Holiday 
Campaigns! 


THE  BASIL  L  SMITH  SYSTEM,  Inc. 


Inl«niational  ClatsiAad  Advaitiaiaf 
Countellora 


Packard  Bldg. 


Philadelphia 


Pittsburgh 

Press 


“Giant 
of  the 
Newspaper 
World” 


A  Scripps-Howard  Newspaper 


Repreaeolad  by 

ALLIED  NEWSPAPERS, 
INC. 


Remarkable  > 

O-  r  o  vv  1 1> 


Yttnes 

Evening  over 

22aOOO 

Sundaii  over 


trunaaii  over 

260,000 


pe* 


rifl 


Tri)  Out  Citi)P 

- THE  PEORIA -  f  Tl 


JOURNAL  f| 

SransrrliJl  .. 

“  Puts  Tryouts  Over! 


A 


Editor  &  Publisher  for  November  21,  1925 


41 


na, 


jccasi., 
to  olal 

Ci)ur,-,rr 


a,  fr: 
:  An- 

Ambi 


NATION’S  BEST  BUSINESS  BRAINS  TO 
STUDY  DISTRIBUTION  PROBLEMS 

itional  Conference  in  Washington  Will  Seek  New  Paths 
to  Prosperity  by  Light  of  Best  Available  Statistics — 
Advertising  to  Play  Large  Part 


of  M: 
his ' 

Ipari: 

ca,  .\1: 
non 

main 
to  ; 


By  J.  BART  CAMPBELL 

'fc'ASHINtjTON,  Nov.  18. — Prepara-  the  Department  of  Commerce  in  the 
'  tions  for  the  National  Distribution  compilation  of  market  information  now 
.  iucno  the  first  of  its  kind— to  be  being  undertaken  by  the  Department ;  and 
j  here  on  Dec.  16  and  17  under  the  to  recommend  to  the  department  the  in- 
Lj,ice~  of  the  United  States  Chamber  elusion  of  other  elements  in  the  work  of 
Commerce,  are  being  rapidly  whipped  market  analysis  which  the  sub-committee 
jljjpe  regards  as  essential. 

^  Mrpose  of  the  conference  is  to  The  members  of  this  sub-committee  are 
ac the  task  which  is  before  distributors  to  be;  Dr.  Daniel  Starch,  chairman; 
studying  their  own  problems.  It  is  Prof.  E.  E.  Day,  University  of  Michigan, 

•  tlie  intention  to  solve  these  problems  Ann  Arbor,  Mich.;  T.  O.  (irisell,  George 
passing  resolutions,  or  to  attempt  to  Batten  Company,  New  York;  Dr.  W.  I. 
a  cure-all,  it  was  stated.  King,  National  Bureau  of  Economic  Re- 

Rather  it  is  desired  to  obtain  a  con-  search.  New  York;  Robert  K.  Leavitt, 
of  opinion  as  to  what  are  the  most  secretary.  Association  of  National  Ad- 
krtant  problems,  and  to  lay  plans  for  vertisers.  New  York;  Dr.  Wesley  Mitch- 
hrf  work.  A  comprehensive  task  for  ell.  National  Bureau  of  Economic  Re- 
confcrence  has  been  carefully  out-  search.  New  York;  William  .\.  Thomson, 
This  includes  a  survey  of  existing  director.  Bureau  of  Advertising,  Ameri- 
.tic.l  sources;  suggestions  for  a  can  Newspaper  Publishers  .Association, 
EariiiL'  house  of  statistical  information  New  York;  and  A.  Heath  Onthank,  De- 
avoid  duplication  bv  those  now  en-  partment  of  Commerce, 
n!  in  such  work ;  analyses  of  trade  Sub-Committee  C— To  prepare  a  state- 
s'cii  ts  the  devising  of  better  methods;  ment  upon  the  economic  value  of  adver- 
;  a  study  of  the  functions  of  the  vari-  tising;  to  classify  advertising  mediums 
1.  agencies  of  distribution  now  in  ex-  according  to  their  special  services  as 

shown  from  experience;  and  to  recom- 
h  so-called  Steering  Committee  has  mend  methods  for  eliminating  wastes  in 
irr.  formed  to  decide  questions  of  general  advertising  wherever  possible. 
il;cy  or  methods  of  procedure  by  the  The  members  of  this  sub-committee  are 
pveral  important  committees  which  are  to  be:  L.  B.  Jones,  Eastman  Kodak  Com- 
tjandl  already  upon  the  preparation  of  pany,  Rochester,  N.  Y. ;  John  H.  Eahey, 
series  of  reports  intended  to  have  a  Boston;  J.  W.  Hayes,  Crowell  Publish- 
r-reached  bearing  upon  the  various  ing  Company,  New  York;  William  H. 
-  to  be  considered  by  the  con-  Johns,  George  Batten  Company,  New 

York:  G.  L.  Johnson,  chairman  of  the 


was  because  studies  have  been  conducted 
for  several  months  under  the  direction  of 
Mr.  Hoover  and  it  was  thought  best  to 
combine  the  work  of  the  conference  with 
that  already  accomplished  by  the  depart¬ 
ment. 

“Business  has  suffered  seriously  in  the 
past  from  a  lack  of  knowledge  of  the 
factors  contributing  to,  or  forming  the 
basis  for  intelligent  studies  of  marketing 
possibilities,  which  indicates  accurately 
the  approach  to  goinl  or  bad  times,  and 
which  might  determine  future  buying 
policies,”  it  was  stated. 

“It  falls  within  the  functions  of  this 
committee  to  examine  into,  and  discrim¬ 
inate  between  the  sources  of  existing  in¬ 
formation;  to  correlate  these  sources  so 
as  to  make  the  most  effective  use  of  them ; 
and  to  increase  the  amount  of  informa¬ 
tion  now  available.” 

Owen  D.  A'oung,  chairman  of  the  board. 
General  FJectric  Company,  New  A'ork, 
is  chairman  of  this  committee;  Julius 
Barnes  has  been  appointed  chairman  of 
an  executive  sub-committee. 

Other  committees  of  the  conference  are: 
Trade  Relations,  .A.  Lincoln  Eilene,  Bos¬ 
ton,  chairman:  Expenses  of  Doing  Busi¬ 
ness,  Robert  R.  Ellis,  president,  Hessig- 
Ellis  Drug  Company,  Memphis,  Tenn., 
chairman;  Mcthcxls  of  Distribution,  L. 
D.  H.  Weld,  Commercial  Research  De¬ 
partment,  Swift  &  ComjKuiy,  Chicago, 
chairman ;  General  Conditions  .Affecting 
Distribution,  G.  S.  Brown,  president, 
.Alpha  Portland  Cement  Company,  Easton, 
Pa.,  chairman. 


W.  E.  CARPENTER  DEAD 


Wai  Prominent  Newspaper  Man  and 
Newsprint  Administrator  During  War 

Willard  E.  Carpenter,  former  Oiicago 
newspaper  man  and  Federal  newsprint 
paper  administrator  during  the  war,  died 
Tuesday  in  St.  Luke’s  Hospital,  Chicago. 

He  had  a  long  newspaper  career,  which 
included  a  period  as  business  manager  of 
the  Chiinjio  Chronicle.  He  was  the 
founder  of  Carpenter  &  Co.,  newspaper 
representatives,  and  since  1922  was  presi¬ 
dent  and  publisher  of  the  Lincoln  (Ill.) 
Courier  Herald. 

During  the  paper  crisis  which  followed 
the  Armistice  in  1918,  he  was  instru¬ 
mental  in  obtaining  from  metropolitan 
publishers  large  supplies  of  newsprint 
paper  for  small  publishers,  which  in 
many  cases  saved  them  from  suspending 
publication. 

He  was  prominent  in  publisher.s’  asso¬ 
ciation  work  in  the  Middle  West. 


Poster  Group’s  Ad  Stunt 

\\  hen  the  Poster  .\dvertising  .Associa¬ 
tion  met  in  Kansas  City  recently  it  pur¬ 
chased  one-quarter  page  space  in  local 
newspapers  to  print  daily  the  “Outdoor 
Advertising  News.”  Copy  was  made  up 
in  newspaper  form  and  gave  news  of  the 
convention. 


Board,  General  Outdoor 


Advertising 
E.  t. 


Despite  [lublished  statements  to  the 

r:;r,iry,  these  report  are  still  in  pro-  Company,  New  York;  and 
■'  of  completion.  This  is  particularly  Meredith. 

3t  of  the  report  of  the  Committee  on  In  conjunction  with  the  Committee  on 
uikd  .Analysis,  Advertising  and  .Ad-  Collection  of  Business  Figures,  the  Com- 
rtldng  Mediums,  which  held  a  prelim-  'mttee  on  Market  .Analysis,  Advertising 
m  meeting  on  Nov.  11  at  New  York  and  .Advertising  Mediums  is  studying 
•v.  Stanley  Resor,  president  of  J.  available  sources  of  statistics.  All  re¬ 
nter  Thompson  Company,  is  chairman"  search^  material  is  being  indexed  in  co- 
this  committee.  While  a  preliminary  operation  with  the  Department  of  Com- 
'vfv  of  its  field  has  been  made  bv  this  nierce  in  order  that  it  may  be  accessible 
stiiittn .  its  report  is  still  to  be  ap-  ultimately  to  everyone  interested  in  mar- 
vdl  by  the  committee  as  a  whole,  ket  analysis. 

&  Publisher  was  informed  this  ,  As  a  result  ot  information  received 
-il-  from  many  national  advertisers,  studies 

Three  sub-committees  of  this  commit-  being  made  possible  which  will  bring 
■  have  been  named  as  follows :  many  new  facts  regarding  the  eco- 

Sub-Committee  A — To  determine  the  value  of  advertising.  ^ 

needed  in  market  analysis;  to  _  The  formation  of  the  Committee  on 
its  cooperation  to  the  Committee  on  Collection  of  Business  bigures  was  left 
■litcti  'ii  of  Business  Figures  in  order  to  Secretary  of  Commerce  Hoover.  .A 
't  data  as  complete  and  as  timely  as  principal  reason  for  adopting  this  methoil 
r-iMe  shall  be  available  for  the  econom- 
distribution  of  merchandise. 

The  members  of  this  sub-committee  are 
be  P.  L.  Thomson,  Western  Electric 
New  York,  chairman;  E.  T. 

Indith,  Meredith  Publications,  Des 
I-’'-.  la.;  Malcolm  Muir,  McGraw- 
lil  Company,  New  York  City;  C.  C. 
sdm.  manager,  Division  of  Commercial 
^rcli.  advertising  department,  Curtis 
iiishing  Company,  Philadelphia;  Harry 


More  naval  planes  might  do  away  with 
war.  They  woukl  keep  the  battle  fleets 
so  busy  hunting  for  them  they  wouldn't 
have  time  to  fight.— .Vett*  Orleans  Tiines- 
Picayune. 


He  Goes  Everywhere, 

Sees  Everything,  and 
Knows  Everybody  in 
The  Big  Town 

Who? 

PIERRE  VAN  PAASSEN 

Writing 

Lights  of  New  York 

A  NEW  DAILY  HUMAN 
INTEREST  COLUMN 
RELEASED  BY 

THE  BELL  SYNDICATE 

1S4  Nassau  Street  New  York  City 

JOHN  N.  WHEELER.  Pres. 


Smith,  F’uller  &  Smith,  Geve- 
■4  0. ;  and  Dr.  Daniel  Starch,  director 
—jWtarch,  American  Association  of  Ad- 
R^'ig  Agencies,  New  York  City. 
a^Conimittee  B — To  cooperate  with 


CHRISTMAS 

SHOPPING 

REMINDERS 

N  O  O  Z  I  E  is  always 
good  but  especially  so 
just  at  this  season. 

V2  and  1  column  sizes. 

The  International  Syndicate 

Baltimore,  Md. 


AnerkaiLar^jitCirculat 

Building  Or^anintio* 

ResuitjCount 

6^flasr  OcCIOIKTALBiD 
INDIANAPOLIS  INO 


.fashions. 

Authentic 

Inclusive 

Sparkling 

FAIRCHILD 

Newspaper  Services 
—8  East  13th  St.  New  York— 


Talks 


Joe  .Mitchell  Chappie  is  in  old 
Spain  getting  gome  new  little  talks 
with  big  people. 

THEY  WH.L  INTEREST 
YOI  R  READERS 

Ask  Vs  About  It 

Joe  Mitchell  Chappie  Associates 

Attic,"  WaUoH- Astoria,  New  Terk  City.N.Y. 


“SKIPPY”  ! 

' 

ROBERT  QUILLEN 

By  PERCY  CROSBY 

! 

“World's  Greatest 

Paragrapher^' 

The  best  juvenile 
comic  strip.  Combines 

The  combined  circula- 

great  humor,  excellent 
drawing  and  emphatic 
adult  appeal. 

tion  of  papers  using 
Quillen’s  three  features, 
PARAGRAPHS,  AUNT 

HET  and  WILLIE  WIL- 

A  feature  jou  can't  afford 

LIS,  is  well  over  seven 

to  miss 

million  daily. 

JOHNSON  FEATURES,  Inc. 

Associated  Elditors,  Inc. 

1819  Broadway,  New  York,  N.  Y. 

440  S.  Dearborn  St.,  Chicago 

1 - - - 

1 

FREE! 

A  WEEK’S  RELEASE 

RADIO  DOINGS 

“NEWS  FROM  THE  AIR" 

To  prove  to  you  it’s 
the  livest  and  best 
radio  feature  of 
the  season. 

AN  INSTANTANEOUS 
HIT! 

No  obligation  Write  or  Wire 

AUDIO  SERVICE 

30  N.  Dearborn  St.,  Chicago 
(Mors  than  160  newapnpan  uin  our  mdio 
proernmt.  Write  for  umplee  end  prloeo.) 


42 


Editor  &  Publisher  j  or  November  21  ,  1925 


EDITOR  PUBLISHER 

Classified  Advertising 
Information  ^ 
TRANSIENT  RATES 


SITUATIONS  (Ca<h  with  OHer) 

1  Time  —  M  per  line 

2  Times  —  .35  per  line 

3  Times  —  .3t  per  line 

ALL  OTHER  CLASSIFICATIONS 
(Cash  with  Order) 

1  Time  —  M  per  line 

4  Times  —  .55  per  line 

White  space  charge  at  same  rata  per  line  par 
insertion  as  earned  by  frequency  it  insertion. 
Special  rates  quoted  for  13,  2C  and  52  insertions. 
The  Editor  A  Publisher  reserves  the  right  to 
classify,  edit  or  reject  any  advertisement. 

_ COUNT  SIX  WORDS  TO  LINE. 


INDEX  OF  CLASSIFICATION 


ADVERTISING 


General  Newspaper  Promotion 
Special  Editions  Special  Pages 


BUSINESS  OFHCE 

Accounting  Appraisers 

Supplies  Devices 

BUSINESS  OPPORTUNITIES 

Brokers  Newspapers  Wanted 


Newspapers  For  Sale 

CIRCULATION 


Promotion 


Distribution 


Premiums 

EDITORIAL 

Business  News  Correspondents 

Syndicate  Features 


BUSINESS  OFFICE 


Appraisers 


BUSINESS  OPPORTUNITIES 


Brokers 


CIRCULATION 


EMPLOYMENT 


EMPLOYMENT 


lAdrertisinj 
Possible - 


Promotion 


Situations  Wanted 


Situations  Wanted 


Orculation  When  quick,  additional  circulatsao  Advertising  Manager  -Eighteen  years’  experi- 


coverage  beconies  n^essary,  remember  that  our 
twenty  years  in  this  one  line  of  endeavor  is 
your  proof  against  experimenting.  Write  or 
wire  Pacific  Coast  Circulation  Service,  Bell 
Block,  Cincinnati,  Ohio. 


EMPLOYMENT 

Help  Wanted  Situations  Wanted 

MECHANICAL 

Engraving 

Equipment  For  Sale  Equipment  Wanted 


Newspapers  For  Sale 


EDITORIAL 


eiice  m  developing  advertising  in  cities  up  to 
a  million  ixrpulation.  An  executive  of  proven 
ability.  I>esires  connection  with  live  newspaper 
needing  a  man  of  experience,  ability  and  in¬ 
itiative,  capable  of  putting  over  a  hard  propo¬ 
sition.  Prefer  second  or  third  paper  in  north 
or  east.  Available  December  first.  Write  for 
particulars.  A-998,  Editor  &  Publisher. 


Mechanical  Superintendent  and  Com 

Room  Executive  with  record  of  e; 
accomplishment,  desires  connection  with  pu! 
expecting  unusual  results.  A-962,  '  " 
Publisher. 


Editor  i 


Syndicate  Features 


Popular  Radio  News  and  Features  from  the 
Washington  Kadirr  News  .Service.  Issu^ 
weekly.  Write  for  saniides  and  rates.  Carl  II. 
ttutnian,  .Mgr.,  1422  K  St.,  Washington,  D.  C. 


Weird  Words  from  the  West— New  feature  for 
daily  and  weekly  publications.  50c  per  column. 
N<H  profound.  But  occasionally  sparkling. 
It’s  homespun  philosophy  and  comment  on 


B^iness  Manager  Thoroughly  experienced, 
with  exceptional  record  as  business  builder,  con¬ 
templating  change  for  personal  reasons,  alx>ut 
January  I.  Now  making  gootl  in  city  of  100,000. 
showing  gain  of  nearly  $200,000  in  less  than 
three  years.  Excellent  reimtation.  Salary  and 
lainus  proposition  preferred.  No  objection  to 
second  or  third  iiaper  on  right  basis.  Address 
It- 504,  Editor  &  Publisher. 


Newspaper  Man  thoroughly  experienced  i 
ilevil  to  managing  eilitor  and  business  na;;. 
is  open  for  |iru|iusition  from  luiblisher  tut  - 
services  of  such  a  man.  Married,  r.ober.  u 
ble.  Prefer  proposition  to  take  complete  tl. 
goo<l  weekly  or  small  daily  somewhere  in  ■ 
south.  Would  buy  or  lease  the  right  kind  I 
property.  A-'y91,  Editor  &  Publisher.  ’ 


.\dvertisiii 
place  i 
iorpe,  edit 
ared  in 
ter  of  ll 
17. 

“The  ante 
,  but  .\n 
:  motor  ci 
he  sa 
ic.  Hov 
industria 


Pressroom  Foreman— Experienced  on  both  Go 
and  Hoe  presses,  reels,  wet  and  dry  mats.  Cxi 
print  and  give  production.  Box  A-957,  E’i 
&  Publisher. 


Circulation  Manager  of  a  well  known  news- 
Iiaper  of  35,0!)0  circulation  desires  a  change  for 


every  subject.  Doesn  t  take  itself  too  seriously,  the  liest  of  reasons.  With  present  employer 
Sjimetimes  _  tart,  sometimes  ridiculous,  ^  but  seven  years.  Has  record  far  above  average, 
always  intriguing.  Going  over  big  in  Middle  Present  salary  alnivc  $5,000.  W’illing  to  accept 
\V  est.  _  Couched  in  plain,  blunt  language  of  gorxl  projHisition  on  salary  and  bonus  on  in- 
the  plains.  Might  make  easterners  sit  up  and  creased  circulation.  B-501,  Editor  &  Publisher, 
take  notice.  W  ritten  by  Carl  Brown,  writer _ _  _ 


Reporter,  Rewrite  Man,  age  27.  Wishes  p«| 
tion  on  newspaper.  Writes  intelligent,  \  > 
copy.  Particularly  adapted  to  special  feat; 
or  human-interest  stories.  Salary  secoiidarj 
gcHxl  oi>ening.  A-994,  Editor  &  Publisher. 


of  “Globe  Sights’’  and  “Snort  Column’’ 
Atchison,  Kans.,  Daily  Globe.  Samples  on  re¬ 
quest.  Brown-.Martin  Syndicate,  524  Q  street, 
Atchison,  Kans. 


EMPLOYMENT 


Help  Wanted 


Circulation  Manager,  or  will  accept  city  or 
country  circulator  any  place  in  I'.  S.  A.  Avail¬ 
able  at  once,  will  pay  own  expenses  for  personal 
interview,  furnish  unquestionable  references, 
character  and  qualifications;  years  of  varied 
successful  exiieriencc  from  bottom  to  circulation 
manager.  Opiiortunity  first  consideration.  Sal¬ 
ary  no  object.  .\ge  .19.  Memlier  1.  M.  A. 
.\ddress  B-505,  hiditor  &  Publisher. 


Reporter,  one  year’s  experience.  Univ 
graduate.  Good  at  features.  Want  i« 
on  daily  hxrated  preferably  in  New  Er 
States,  A-9P7,  Editor  &  Publisher. 


Social  and  Woman’s  Page  editor,  three  ; 
experience,  university  graduate,  desires 
tion  in  Eastern  states,  city  of  seventy-i 
thousand  or  more  preferred.  A -988,  Editor 
Publisher. 


Advertising  solicitor  for  States  of  Ohio,  Indi¬ 
ana  and  .Michigan  for  monthly  trade  journal. 
I■.^clllent  o|'|Hirtuuily  for  right  man  and  busi- 
nc.s-gettcr.  Aildress  Box  1!  .508.  Eilitor  &  Pub¬ 
lisher,  Times  HIdg.,  New  York. 


Circulation  Manager  or  will  accept  offer  as 
city  or  country  circulator.  References  from 
past  employers  direct  to  you  will  prove  hon¬ 
esty,  ability  and  successful  record.  Years  of 
varied  experience  from  bottom  to  circulation 
manager  with  Scripps- Howard  and  (Hover- 
I.eaf  Group;  Independent  papers  and  manager 
publishing  office.  Age  39.  Member  I.  C.  M.  A. 


MECHANICAL 


Equipment  For  Sale 


"But  wlie 
kihout  ma 
protlu' 
individi 
"In  the  1 
|:n  produc 
npluyed  at 
licn  wc  h; 

but  tl 
order  tt 
eduction 

s-iiiod  of 

be  foun 
“Nationa 
takes  ll 

xsiieople 
Iributliin  p 

I'ctinn.  V 
written  i 

lilies  the 
•inriards 
esnest  lab 
fity  years 
ipier  w 


Business  Manager  wanted  at  once,  with  real  Wire  or  write.  Will  talk  terms,  long  distance 


experience,  for  daily  newspaper  in  the  East. 
■Must  have  had  advertising  and  circulation  ex¬ 
perience.  Splendid  opjiortunity  if  successful. 
Address  A -977,  Eiditor  &  Publisher. 


C.  M. 
Md. 


Platxer,  Hotel  Armistead,  Baltimore, 


Circulation  manager  with  organizatioii  and 
Imilding  ability.  Must  Ik-  able  to  direct  street 
sales  to  increase  same,  in  fact  take  complete  records, 
ebarge  circ'.ilatinu.  .Must  also  be  able  to  take 
ciin-.ilete  cliarge  of  inniling  riKim  if  necessary. 
l!  io/ers  not  considered  anil  will  not  stay  long 
on  ii.b.  References  required.  A-9q0,  Editor  \- 
Publi'tier. 


Circulation  Manager  with  5  years’  experience 
on  metroiKilitan  newspajier  wants  txisition.  Can 
show  giKKl  record  in  a  very  ciimjietitive  field. 
Knows  promotion,  distribution  and  A.  B.  C. 
.■\-974,  Editor  &  Publisher. 


Automatic  Ingot  Furnace  (Wood  &  Nathan  (i  I 
1000  11).,  gas-heated,  complete  with  molds  »ite| 
cooled.  One  I.ee  casting  mold  for  linotype  (. 
feeder;  casts  three  rounds;  can  he  used 
Wood  &  Nathan  Co.  automatic  ingot  turn 
Ten  simplex  metal  feeders  for  linotype  c'e.  - 
pots,  and  one  two-ingot  water-cooled  mi  ls 
same;  can  be  used  with  Wixxl  &  Nathan  ' 
furnace.  Prices  on  application.  The  J  ir  • 
town  Tribune  Publishing  Co.,  Johnstown,  Pi. 


Appraisers— Recognized  authority  on  Printing 
and  Newspaper  plant  valuations.  Standard 
Appraisal  Cxjinpany,  90  John  St.,  New  York. 


Combination  Pressman  and  Stereotyper  wanted, 

for  Goss  Comet  Flat  Bed.  Will  pay  $35  per 
week  to  start.  Best  working  conditions. 
Address  C.  L.  Atwood  care  The  Morning 
Call,  Key  West,  Florida. 


Circulation  Manager-  Highest  ty{>e;  unusual 
abililv,  broad  exiicriei’ce  in  all  branches  of  cir¬ 
culation;  (pialified  syslematizer,  icsourcefid,  call¬ 
able  executive,  hard  worker,  capable  of  over- 
ci'ir.iiig  the  iiroblems  the  other  fellow  stumbles 
over,  age  36:  married,  fir.q  class  references. 
.\ddress  H  SIO,  Editor  &  Publisher. 


Cottrell  Cylinder  Press  for  sale;  equipped 
a  five  horse -power  motor,  rear  delivery, 
jirint  4  pages,  7  columns.  Also  a  Pottr'  • 
page  press.  Both  machines  in  first  class  ( 
dition,  fully  guaranteed.  Will  sell  very  •- 
sonable.  Hibbing  Daily  Tribune,  HiW 
Minn. 


DeV 


Combination  Machinist  and  Proofreader  wanted. 
Four  machine  plant.  Models  nine,  fourteen, 
three  and  nineteen.  A-967,  Editor  &  Publisher. 


City  Editor  Know  smalt  city  needs;  resource¬ 
ful;  excellent  record.  A-999,  Editor  &  Pub¬ 
lisher. 


Howard  Gem  Lever  Cutter,  30 -in.,  for 
With  fiiiRer  Raiijfe.  Good  condition,  $125.  !!;» 
H.  Hulsart,  Dixon,  Ill. 


NE\ 

350  M 


Three  Desirable  Weeklies,  one  in  New  York; 
one  in  New  Jersey;  one  in  Pennsylvania,  all 
Sfdcndidly  eqnipjied;  x<w)d  circulation;  and  earn- 
injf  handsome  diviilends  on  price  aske«l.  In  rc- 
plyiiu'  state  amount  available  for  initial  pay¬ 
ment.  1  can  recommend  these  ])roperties.  J.  H. 
Shale.  Times  PuildiiiK.  New  York. 


Managing  Editor  for  fast  Knowing  daily,  vicin¬ 
ity  of  New  ^’ork.  .Managing  experience  essen¬ 
tial.  Write  H«»x  .•\-997.  Editor  &  Publisher. 


Composing  Room  Foreman  or  Superintendent 
is  available  to  publishers  willing  to  pay  com¬ 
mensurate  with  results  obtained.  A-963,  Editor 
S:  Publisher. 


Job  Presses,  Papw  Cutters,  Wire  Stitd 
etc. — A  complete  line.  Overhauled  and  i 
anteed  macnines  at  bargain  prices. 
terms.  Hoffmann  Type  &  Eng.  Co.,  IH 
13th  St.,  N.  Y.  City. 


Su< 


Syndicate  Salesmen,  not  now  handling  any 
men's  ftr  women's  fashion  service,  wanted  to 
sell  such  features  as  a  side-line.  Li!)eral  com¬ 
mission.  .A -995,  Editor  &  Publisher. 


Editor  Small  daily  preferred.  Brilliant 
Expert  on  make-up.  .Able  executive. 
Editor  &  Publisher. 


vriter. 
A -500, 


Afternoon  Daily -Owners  will  sell  for  cash  only, 
one  of  the  l»est  afteriuKui  dailies  and  Imilding 
in  Indiana.  Old  established  pa|)er  is  now  and 
always  ha.'*  lieen  a  moneymaker.  Modernly 
equipped,  uill  sell  itself  to  one  who  knows  news¬ 
paper  values.  Must  give  references  as  to  ability 
to  hamlle  for  cash  before  a  reply  will  be  given. 
B  .507.  Editor  Publisher. 


Operators  and  Printers,  experienced,  wanted  for 

daily  morning  paper.  Union  shop  with  best 
working  conditions.  Address  The  Morning 
Call,  Key  West,  Florida. 


Positions  Now  Open — Artists;  Pliotocngravers; 
Camera  Men;  Zinc  Etcher;  Pressmen;  Stereo- 
typer;  Advertising,  Editorial  and  Circulation 
Men.  Publishers’  Placement  Service,  Seitz 
Bldg.,  Syracuse,  N.  Y. 


Executive  and  Composing  Room  Foreman,  age 
30.  practical  printer  and  linotype  operator,  with 
kiK'wledge  of  stereotyping;  14  years*  experience 
newsj>ai>er,  magazine  and  job  work,  desires 
IMjsition  with  newspaper.  Can  solicit  new  ad¬ 
vertisers  and  subscribers  in  spare  time.  High 
class  references.  .Address  J.  C.  Tannenbaum, 
Jr..  1748  56th  St.,  Brooklyn,  N.  Y.  C. 


Linotype  Barg*dn»— We  have  many  Model  I, 

4,  5,  8,  K  and  L.  some  with  electric 
These  machines  will  be  sold  very  cheap 
spot  cash.  Wc  also  have  a  number  of  used 
graphs  of  various  models,  which  «ill  be  sa- 
cheap  for  cash.  If  you  want  a  real 
write  or  wire,  stating  model  preferred, 
ment  A,  The  Linograph  Company,  Daverpenj 
Iowa. 


This 
15  yea 
the  dii 
PU 


of  ne^ 
throug 


Dadly  Newsps^r  for  Sale;  to  settle  estate. 
18,000  circulation  and  growing,  in  Middle  West. 
Well  equipped  plant.  Rare  opportunity.  Ad¬ 
dress  A-970,  Editor  &  Publisher. 


Display  Advertising  SalesnMUi  experienced 
metrof»'.litan  field,  wishes  to  connect  with  pro¬ 
gressive  paper.  ra|)able  of  managing  depart¬ 
ment.  Address  B-506,  Editor  &  Publisher. 


Motor  for  Sale:  5  horsepower  Wf^tingh- 
600  rpm  motor,  220,  three  phase.  In  good 
dition,  used  only  short  time.  $100 
Paducah,  Ky.  The  Paducah  (Ky.)  Sun. 


HAI 

Tim 


Situations  Wanted 


Evening  Dadly  fur  sale.  Established  1842  in  cul¬ 
tured  Southeni  city  of  22,0(X).  Exclusive  terri¬ 
tory.  $10,000  cash.  Terms  on  balance.  Owner 
has  two  other  papers  requiring  his  entire  time. 
The  South  is  enjoying  unprecedented  develop¬ 
ment  in  all  lines  and  this  proinisition  affords 
a  wonderful  opiKirtunity  for  an  experienced 
newspai>er-tnan.  A -989,  Editor  &  i*ublisher. 


Advertising  Man  Exiierienced  daily  paper  aA 
wdicitoi.  writer,  familiar  >\ith  nuiking  layouts, 
etc.,  desires  position  South.  Address  Box  H-502. 
Ivlilor  iV  Publisher. 


Feature  writer,  editorial  executive,  go-getter 
looking  for  permanent  connection  with  large 
or  small  daily  anywhere.  Nine  years*  experi¬ 
ence,  married,  27.  Anything  considered.  Avail¬ 
able  now.  A-985,  Editor  &  Publisher. 


Printers'  Outfitters— Printing  Plants  and 
ness  bought  and  sold.  American  Typefouii^ 
products,  printers*  and  bookbinders*  inacbim  .- 
of  every  description.  Conner,  Fendlcr  «  b- 
96  Bcekman  St.,  New  York  Gty. 


Used  Goss  Mat  Roller  for  wet  mats  only,  ■ 
sale  cheap.  The  Goss  Printing  Press  Co.,  1- 
So.  Paulina  St.,  Chicago,  Ill. 


Advertising  Manager,  Classified  Manager  Young 
man,  eight  years’  exi>erience  on  large  and  small 
dailies,  seeks  greater  opiKjrtunity.  Capable  of 
Imilding  display  or  classified  det)artment.  Well 
recommended.  Married;  age  28.  B-.503,  Editor 

it  Publisher. 


Weekly  Newspaper  for  sale;  near  Wilkes  Barrc, 
Pa.,  property  and  all  complete.  1,500  Circula¬ 
tion.  No  competition.  vSelling  on  account  of 
poor  health.  Price  $20,000.  Terms.  Write 
M.  T.  Walko,  1740  Wyoming  Ave.,  Kingston, 
Pa. 


Advertising  Solicitor,  28,  married,  thoroughly 
ex|KTienced ;  gcMxl  copy  and  layouts.  .Able  to 
recognize  and  promote  extra  linage  ideas.  Now 
on  metroiHilitaii  daily.  Prefer  small  city  where 
right  man  can  work  into  executive  imsition. 
.Address  .A -993,  Editor  it  Publisher. 


Newspaper  Executive  filling  duties  of  editor 
and  general  manager  of  daily  newspaper  in 
metropolitan  territory,  desires  similar  situation. 
Open  for  immediate  engagement.  Present  posi¬ 
tion  with  ]>ai>er  of  14.000  has  shown  increase 
of  3t)M  fier  cent  in  circulation  and  600  i>er  cent 
in  volume  of  !)nsine«s  in  ten  years,  in  highly 
competitive  field.  (*ovdd  fill  place  for  pui)lisher 
wishing  to  retire  from  active  work  or  who  may 
have  other  interests  requiring  his  attention. 
Never  sought  a  situation  before  and  have  per¬ 
sonal  reasons  for  making  a  change.  Address 
B-509,  B>litcr  &  Publisher. 


Secure  efficient  help 
through  the  classified 

page  of  EDITOR  &  PUB¬ 
LISHER. 


Thm 


Editor  &  Publisher  for  .\  o  v  e  m  h  e  r  21,  1925 


43 


Hoe 

Automatic 
Curved  Plate 
Trimming 
and  Shaving 
Machine 


A  Machine  that  will  trim,  tail-cut  and  shave  five  or  six  Stereo  Plates  a  min¬ 
ute  efficiently  and  economically.  Arranged  with  Motor  Drive  connected  hy  a 
Silent  Chain. 


R.  HOE  &  CO.,  INC. 

7  Sooth  Doorborn  Strool 
CHICAGO,  ILL. 


504-520  Grand  St.,  New  York  City 

•Uo  ftl  7  Water  Street 

DUNELLEN,  N.  J.  BOSTON,  MASS 


Successful 

Performance 

This  firm  has  a  record  of  almost 
15  years  of  successful  performance  in 
the  difficult  work  of 
PURCHASE,  CONSOLIDATION, 
SALE  AND  APPRAISAL 
d  newspaper  and  magazine  properties 
throughout  the  U.  S. 


New  York 


WE  CONNECT  THE  WIRE*; 


Editorial  writer,  fit  and 

willing  to  take  combination 
position,  handling  any  desk  in 
addition  to  his  page.  University 
degree,  plus  graduate  course  and 
loreign  travel.  Over  10  years, 
small  and  metropolitan  dailies— 
street,  all  desks,  editorials  and 
column.  “Brilliant,”  writes  pub¬ 
lisher.  Since  1922,  present  posi¬ 
tion.  $55;  wants  more  and  worth 
it.  Our  No.  2649. 


Fernald’s  Exchange, Inc 

ItttW  NATX  B'LD'G.,  SPSIN6FIEL0,  MASS. 


THORPE  IS  SPEAKER 
at  A.N.A.  BANQUET 

or  of  Nation’s  Business  Says 
Advertising  Makes  Mass  Production 
Possible — Newspaper  and  Agency 
Men  Attend 


Advertising’s  greatest  contribution  is 
place  in  mass  production,  Merle  i 
niirpe.  editor  of  the  Nation's  Business.  • 
land  in  his  address  at  the  annual 
of  the  A.  X.  A.  in  Washington, 

7. 

The  automobile  is  a  European  inven- 
but  America  sold  ^00,000,000  worth 
motor  cars  to  foreign  countries  last 
he  said.  “Beat  them  at  their  own 
TV.  How  ?  By  quantity  production, 
industrial  development  purely  Ameri- 

But  where  would  mass  production  be 
ihnut  mass  selling?  Can  you  imagine 
.  production  finding  an  outlet  by  the 
individual  salesman  route? 

In  the  beginning  a  man  peddled  his 
n  product.  Then  as  he  prospered  he 
i!ii>cd  another  man  to  do  the  jKxldling. 
;tn  wc  had  the  age  of  commercial  trav- 
■-  but  the  pace  became  so  swift  that 
order  to  keep  up  with  the  increased 
ductii  n  of  comfort  commodities  some 
thud  of  multiplying  the  salesman  had 
be  found. 

National  advertising  was  the  answer, 
takes  the  place  today  of  millions  of 
:>;ie(4de.  It  short-cuts  the  whole  dis- 
nitiiin  process.  Advertising  not  only 
fikmeiits  but  complements  mass  pro- 
tii'ii.  When  the  history  of  this  decade 
written  describing,  as  it  w  ill,  in  super- 
'it-  the  tremendous  advance  in  the 
atilard-  of  living  whereby  the  com- 
r.c't  laborer  has  luxuries  that  kings 
>  years  ago  did  not  dream  of,  a  large 
ipttr  will  be  devoted  to  this  little 
(icrstii' 'll  phenomenon,  national  adver- 


VE  ARE  EQUAL  TO  YOUR  PROBLEM: 

To  Buy  a  Newepaper, 

To  Sell  a  Newspaper, 

To  Appraise  a  Newspaper. 

PALMER 

DeWlTT  &  PALMER 

For  Thirty  Years  the  Recognized 
Leaders  in 

S.4LES— APPRAISALS 
NEWSPAPER  PROPER'HES 
350  Madison  Ave.,  New  York 


tising.  Machinery  will  be  given  credit 
as  will  transportation,  and  management, 
but  the  credit  for  motive  iHjwcr  will  go 
to  advertising. 

■‘.Advertising  as  a  social  agency,  as  an 
educational  influence,  as  a  purveyor  of 
business  intelligence,  all  the.se  things, 
yes,  hut  the  greatest  of  all  is  its  place 
in  mass  production,  an  economic  necessity 
in  this  complex  and  intensive  industrial 
period.” 

Guests  of  the  A.  N.  A.  at  the  banquet 
included  G.  Logan  Payne,  publi.shcr  of 
the  IVashiiigton  Times;  Fleming  X'ew- 
bold,  business  manager,  H'ashin^’ton 
Star;  Don  Seitz,  Neie  York  Evening 
U'or’d;  Marcelliis  Murdock,  Wichita 
Beacon;  and  Roy  Durstine,  Barton,  Dur- 


stinc  &  Osborne,  and  president  of  the 
•American  .AssiK'iation  of  .Vdvertising 
.\gencies. 

STAFF  HONORS  WOMAN  WRITER 


Surprise  Party  for  Mix  Nannie  Lancas¬ 
ter  of  Washington  Star 

Stress  of  “copy”  was  forgotten  tem¬ 
porarily  Wednesday  afternoon  in  the 
news  r(H>m  of  the  Washington  .Star 
while  employes  of  all  departments  as¬ 
sembler!  for  a  siirpri.se  party  on  Miss 
Xannie  Lancaster,  editor  of  the  jkiixt’s 
■‘.Around  The  City"  column,  aiul  con¬ 
ductor  of  the  columns  devoted  to  the 
news  of  Women’s  clubs. 


It  was  the  end  of  “Miss  Nannie’s'" 
twentieth  year  of  service  in  the  employ 
of  the  .Star,  and  her  many  friends 
decided  the  d;iy  should  not  pas.s  un¬ 
noticed. 

In  groups  of  twos  and  threes,  the  Star 
■’f.'imily"  (luietly  assembled  in  the  or¬ 
dinarily  feverishly  active  news  room. 
On  the  paiKT-stackerl  de>k  of  the  ’’boss" 
stiKKl  a  hugh  basket  of  chrysanthemums 
and  beside  this  lay  a  smaller  hut  no  less 
Ixautiful  lioiupiet  of  ehrysanthemums. 
"Miss  Nannies"  birthday  present  from 
her  fellow  workers. 

Before  going  to  the  Star,  she  was  :i 
memlKT  of  the  Washington  staff  of  the 
.ViTi'  York  Tribune  an<l  formerly  society 
editor  of  the  Washington  Times. 


Supplies  and  Equipment 


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TWO  COMPLETE  DAILY 
PLANTS  FOR  SALE 

No.  719 — Plant  includea  8*pp.  flat  bod 
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it  Price  job  press,  paper  cutter, 
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Immediate  possession  can  be  had. 
Both  plants  may  be  seen  by  those  in¬ 
terested.  These  plants  are  idle  and 
**eAtir.g  their  heads  off**— their  owners 
are  anxious  to  sell. 

M^iVe  or  write  for  details  and 
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BAKER  SALES  COMPANY 

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The  people  who  buy  Equip¬ 
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Elditor  &  Publisher 


Editor  &  Publisher  for  November  21,  1925 


DOLLAR  » » 
**  PULLERS 


ONE  DOLLAR 

WILL  BE 

I 

PAID 

i| 

FOR  EACH 

1 

IDEA 

1 

PUBLISHED 

M 

SEEKING  ELECTION  REFORM 


TJUX  a  page  of  advertisements,  with 
pictures,  of  closed  USED  cars  offered 
for  sale  by  local  dealers.  Running  pic¬ 
tures  would  give  a  touch  of  novelty  and 
should  make  the  page  easier  to  sell. — 
F.  H.  W. 


day,  week,  month  or  year?  It  might  be 
run  at  the  head  of  the  columns  like  this; 
“It  pays  to  advertise  where  people  look. 

Last  week’s  replies  to  -  small-ads 

numbered  - .  Last  month’s  total 

A  British  paper  does  it. — 


G.  h'.  WiLKINSO.V. 


Your  radio  editor  can  quickly  compile 
a  list  of  “air  attractions”  under  subject- 
headings,  such  as  Beauty  Talks,  Cooking 
Hints,  Fashion  Reviews,  Football  Instruc¬ 
tion,  Golf  Lessons,  Jazz  Programs,  Min¬ 
strel  Shows,  Opera,  Radio  Plays,  Span¬ 
ish  Courses,  etc.,  giving  after  each  sub¬ 
ject  the  hour  it  is  put  on  the  air  and 
the  station  from  which  it  is  broadcast. 
This  list,  under  some  such  caption  as 
“F'ree  to  You — If  You  Own  a  Radio,” 
can  be  made  the  nucleus  of  a  special  page 
of  ads  from  radio  dealers. — ^1.  S.  M., 
Denver. 


It  is  a  common  practice  for  restaurants 
to  advertise  their  Thanksgiving  dinners 
a  day  or  two  prior  to  the  national  turkey 
festival.  Invariably  by  this  time  the  aver¬ 
age  housewife  has  planned  her  Thanks¬ 
giving  dinner,  and  probably  has  ordered 
the  eats.  Ad.  men  can  point  out  the 
necessity  of  advertising  Thanksgiving 
menus  well  in  advance,  so  that  more 
people  will  decide  to  have  their  Thanks¬ 
giving  dinner  away  from  home. — Henry 
R.  Helsby. 


Washington  Press  Association  Would 
Abolish  Pamphlets 

The  Washington  Press  Association  is 
sponsoring  an  “electioti  reform”  bill 
slated  to  come  before  the  special  session 
of  the  Legislature  called  this  month  by 
Governor  Roland  Hartley.  The  bill 
would  abolish  all  election  and  initiative 
and  referendum  pamphlets. 

In  place  of  circulating  pamphlets  to 
the  registered  voters  as  has  been  done 
each  biennial  in  the  past,  the  new  plan 
would  utilize  several  newsjwpers  in  each 
county  and  would  thus  reach  a  far  larger 
number  of  persons,  particularly  in  the 
more  isolated  portions  of  the  state  than 
if  dependent  upon  e.\pensive  mail  circula¬ 
tion. 

Under  old  postage  rates  a  sum  of 
$8,000  was  required  to  send  out  the  pam¬ 
phlets,  whereas,  under  the  new  postage 
rates  effective  this  year,  the  cost  will  be 
$12,0(X),  it  has  been  shown. 

The  actual  printing  of  the  pamphlets 
is  shown  to  average  around  $24,000, 
while  the  cost  of  the  envelopes,  with  the 
service  of  clerical  help  to  stuff  them,  is 
said  to  involve  expenditure  of  about 
$5,000. 

Backers  of  the  bill  believe  paid  news¬ 
paper  space  will  be  an  economy. 


The  small  daily  and  the  weekly  c;( 
paper  still  realize  that  names  are  h 
We  developed  a  school  column  by  ;t:' 
the  Sews  to  teachers  in  the  rural  sch; 
The  teachers  or  youngsters  wrote  i 
items  which  were  mostly  names,  but  - 
eagerly  scanned,  we  believe,  by  e.i 
parent. — A.  R.  Buckingham,  ..jj' 
( Minn.)  News. 


J.  C.  Denious,  editor  of  the  Dodge  City 
(Kan.)  Globe,  speaking  at  the  Kansas 
Press  Association  recently,  told  how  he 
had  increased  a  hardware  store’s  adver¬ 
tising  account  $50  a  month.  He  had  ob¬ 
served  the  advertisements  of  a  hardware 
merchant  in  another  Kansas  town  whose 
ads  were  written  in  a  newsy  fashion. 
Instead  of  the  conventional  advertising 
this  merchant  ran  a  lot  of  little  items 
alwut  jteople  who  had  visited  his  store, 
especially  when  he  could  report  the  sale 
of  an  article.  This  ad  shown  to  the 
Dodge  City  merchatit  brought  increased 
space  for  the  Globe. — 1C  La  F'erte. 


j 

ONE  DOLLAR  | 

HUNCHES 

WILL  BEPAID  1 
FOR  EACH  1 
“H  U  N  C  H”  1 

PUBLISHED  1 

i 


The  Sherntan  (Tex.)  Democrat,  co- 
f)perating  with  the  Chamber  of  Commerce, 
has  put  on  a  successful  “Sherman  Manu¬ 
facturers’  Week,”  during  which  Sherman- 
made  products  were  extensively  adver¬ 
tised,  displays  of  local  products  were  dis¬ 
played  in  all  the  show  windows,  and  a 
banquet  was  given  by  the  Chamber  of 
Commerce  at  which  the  officials  of  the 
local  manufacturing  concerns  were  guests 
of  honor,  and  the  editor  of  the  Demf)crat 
was  toastmaster.  It  stimulated  interest 
in  local  products  and  was  a  great  publi¬ 
city  stunt  for  tlie  paper,  more  than  pay¬ 
ing  its  own  way. — W.  H.  M.,  Austin, 
Texas. 

Banner  a  page  with  a  heading  similar 
to  “F'itting  the  car  for  Winter.”  On  each 
side  of  that  four  column  art  head,  advise 
early  precaution  against  cold  weather 
driving,  and  suggest  to  the  readers  to 
tear  out  the  pttge  as  a  directory  of  re¬ 
liable  firms  to  keep  in  mind.  Accessory 
men,  closed  car  dealers,  top  and  curtain 
makers,  and  dealers  in  enclosed  bodies 
for  open  cars  readily  see  the  advantage 
of  taking  space. — J.  G.  McLean,  Fresno, 
Cal. 


VERY  day  the  papers  are  full  of 
crime  news  and  discussions  by  prom¬ 
inent  persons  as  to  the  cause  of  ex¬ 
cessive  crime  in  America.  Why  not 
start  a  popular  discussion  on  the  sub¬ 
ject,  and  possibly  offer  a  small  prize  for 
the  most  constructive  suggestion?  Let¬ 
ters  would  be  readily  forthcoming  from 
readers  and  lively  interest  would  be 
worked  up.  If  the  desire  was  to  make 
the  discussion  warm,  it  would  be  a  good 
plan  to  interview  the  police,  welfare 
league  president,  mayor,  governor,  a  busi¬ 
ness  man.  lawyer,  judge,  and  write  briefly 
what  they  had  to  say.  Casualty  insur¬ 
ance  companies  might  advertise  burglar 
and  hold-up  insurance  on  the  same  page. 
.Also  api)roach  those  who  have  locks  and 
Itars  and  bolts  to  sell  with  the  view  of 
getting  copy. — Fred  L.  W.  Bennett. 


The  death  rate  among  dolls  has  been 
lowered  greatly  in  the  last  few  years,  any 
proprietor  of  a  toy  shop  or  manager  of 
a  doll  department  in  a  large  store  will 
tell  you.  Just  so  has  the  taste  in  dolls 
changed,  their  looks,  size,  physical  con¬ 
struction  and  the  number  sold.  A  good 
pre-holiday  story  can  be  written  on  this 
subject. — .A.  C.  Regli,  Superior,  Wis. 


The  freight  agent  can  provide  material 
for  a  good  story  abotit  local  “loss  and 
tlamage”  conditions,  telling  what  kinds 


THOS.  W. 
BRIGGS  CO. 

Columbian  Mutual  Tower 

MEMPHIS,  TENN. 

CREATORS 
OF  LOCAL 
DISPLAY 
FROM  A  NEW 
SOURCE 


Our  BusineMi  Review  and  many  other 
feature  pace*  now  running  In  more 
than  80  leading  American  and  Can¬ 
adian  newspapera.  Write  or  wire 
for  our  repreaentatlve. 


To  create  advertiser-confidence  in  a 
good  classified  page  why  not  give  figures 
showing  number  of  replies  received  each 


BY  UNITED  PRESS 


FarBnningandSiifdsyNetapmpers 
blarnational  New*  Service 
Warid  BtrfUhie.  Now  York 


UNITED  PRESS  ASSOCIATIONS 
World  Building  New  York 


Stealing  through  dark  streets  .  .  . 

.  .  .  his  knife  ready  .  .  . 

he  thought  himself  an  instrument 
of  the  vengeance  of  God. 

“The  Lodger” 

by 

Mrs.  BELLOC  LOWNDES 

The  Greatest  Mystery  Story 

O/  Them  All 

DAILY  INSTALMENTS 

with 

Illustrations 

Never  Before  Offered  to  Newspapers 

Ask  for  Samples 

The  McCinre  Newspaper  Syndicate 

373  Fourth  Avenue,  New  York  City 


Put  down  on  your  assignment  -ht 
it  is  not  already  there,  a  beat  i  ,, 
the  local  express  companies  or  n: 
van  concerns.  The  departure  and  a- 
of  many  people,  new  residents  as  wd 
visitors  will  be  obtained — news  ;■ 
which  are  welcome  in  your  colun 
G.  Harris  Danzberger,  Hartsdde 
Y.)  Herald.  _ 

“Zero  Hour  for  the  Newsie” 
most  interesting  recent  Sunday  i; 
layout,  which  included  photos  «!: 
carriers  leaving  pressroom,  at  their 
post,  on  wheels,  at  homes,  etc.,  used 
the  Vancouver  (B.  C.)  Provinct. 
M.  L. 


BOYS  AND  GIRLS 
LIVE  EVERY  LINE 

O  F 

Seckatary  Hawki 

AND  HIS  CLUB 


The  King-Pin  of  Juvenile 
Features 


ONCE  A  WEEK 
OR 

FOR  DAILY  SERIALIZA'nON 


of  goods  come  to  the  local  station  in 
a  (lamaged  state,  how  claims  are  ad¬ 
justed,  and  how  damaged  goods  are  dis¬ 
posed  of.  .A  useful  feature  of  such  an 
article,  will  be  the  agent’s  suggestions 
on  how  expert  packing  and  proper  mark¬ 
ing  can  prevent  loss  and  damage  for  local 
shippers. — R.  F.  Cross. 


Metropolitan  Newspapci 
Service 

Maximilian  Elser,  Jr.,  General  Mantfe 
150  Nassau  Street,  New  York  Citt 


The 

1925 

Wonder-  Serial 

SANDY 

By  ELENORE  MEHERIN 
Author  of  "Chickie”  and  Oihtr 
Popular  Hits 

(jCt  the  best-selling  news¬ 
paper  serial  of  the  year— 
Ready  for  release — Wire  NOW  I 

KING  FEATURES 
SYNDICATE,  Inc 

241  Went  58th  Street 
New  York  City 


The  WorliTs  Greatest 
Newspaper  Feature 
Service 
Supplying  a  complete 
and  exclusive  daily 
illustrated  feature 
service  to  newspapers 
throughout  the  United 
States  and  in  foreign 
countries. 

4  page  ready-print  color  coinit*- 
Write  for  samples  and  rates 


CLEVELAND.  OICO 


Editor  &  Publisher  for  November  21  ^ 


i 


With  mighty  strides,  surpassing  anything  which  has  heretofore  been  seen  in  any 
other  part  of  the  country,  except  in  a  limited  area,  the  South  has  been  expanding  its 
activities  amazingly.  The  “New  South,”  throbbing  with  industrial  life,  is  fascinating 
in  its  aggressive  advancement. 


Advantages  offered  American  industries  in  the  Southern  states  loom  larger  every  day. 
Profound  wisdom  is  being  shown  by  those  industrialists  of  the  North  who  are  turning 
southward  for  favorable  opportunities  that  greatly  outweigh  any  drawbacks  incident 
to  change  of  location. 

With  some  of  the  greatest  minds  of  the  country  devoting  earnest  attention  to  unsound 
labor  conditions  in  the  North,  and  admittedly  failing  to  stem  the  tide,  sane  business 
judgment  dictates  the  choice  of  sedirity  in  that  section  of  the  country  which  has  gone 
through  the  bitterest  crises  of  war  and  economic  depressions  without  ever  bowing  to 
radicalism. 


The  “Solid  South”  is  the  home  of  solid  workmen,  solid  business  men,  solid  business 
programs,  solid  industrial  relations,  solid  economic  foundations,  solid  American 
principles,  solid  Americans. 


The  South  is  of  tremendous  importance  as  a  merchandising  and  sales  promotion  terri¬ 
tory  with  a  demand  for  products  that  includes  every  necessity  for  livelihood  and  manu¬ 
facture,  increasing  in  proportion  to  its  expanding  activities  and  growing  population. 

No  sales  promotion  campaign  is  complete  that  does  not  include  advertising  in  the 
daily  newspapers. 


These  neu'spapers  are  a  progressive 


I 


progressive  South  J  — 


2.S00  10,000 

Line*  Line* 


ttAnniiton  Star  . (E) 

■'Mobile  News-Item  . (E) 

■■Mobile  Register  . (M) 

■■Mobile  Register  . (S) 


.035  .035 
.05  .05 
.08  .07 
.085  .036 


FLORIDA 

■Dayton*  Daily  News . (ES) 


NORTH  CAROLINA 

ttGreensboro  Daily  News . (Ml 

ftOreensboro  Daily  Ness . (S) 

ttRaleigh  News  and  Observer . (M) 

'ftRaleigh  News  and  Observer . (8) 

ttWinston-Salem  Journal  . (M) 

ttWinston-Salem  Journal  . (8) 

■■Winston-Salem  Sentinel  . (E) 


■■Florida  Times-Dnion  (M)  48.376 . (8) 

itLakeland  Ledger  . (E) 

■Miami  Herald  .  (M) 

■Miami  Herald  . (8) 

■■Orlando  Reporter-Star  . (E) 

■■Orlando  Sentinel  . TMAS) 

■■Pensacola  Mews  and  Journal . (EM) 

tSt.  Petersburg  Independent . (E) 

■■Tampa  Times  . (E) 

■■Tampa  Tribune  (M)  88.249 . (8) 

■■West  Palm  Beach  Post . ^..(M) 


.035  .035 

.I8(ai5)  .18(8.15) 


.09(.118)  .OO(.llS) 
.06  .08 


GEORGIA 

"Augusta  Herald  . 

. (E) 

14.561 

.05 

.05 

Herald  . 

. (8) 

14.420 

.05 

.05 

"Macon  Telegraph  . 

. (M) 

86.753 

.06 

.08 

"Macon  Telegraph  . 

. (B) 

87.165 

.08 

.08 

"Savannah  Morning  News  (M), 

81,015.(8) 

88.804 

.06(.078) 

.06(. 

KENTUCKY 

"Lexington  Leader  . 

. (E) 

18,171 

.06 

.06 

"Lexington  Leader  . 

. (8) 

18.506 

.06 

.06 

"Paducah  Sun  . 

. (E) 

9,353 

.04 

.04 

SOOTH  CAROLINA 

■■Columbia  State  . 'M) 

'■Columbia  State  . (8) 

■■Greenville  News  . 'M) 

■■Spartanburg  Journal  . (E) 

■■Spartanburg  Herald  ''M)  7.258  . (8) 

TENNESSEE 

■■Chattanooga  Times  . (M) 

"Chattanooga  Times  . (8) 

■■Memphis  Commercial  Appeal . (M) 

"Memphis  Commercial  Appeal . (8) 

"Nashville  Banner . (E) 

"Nashville  Banner  . (8) 

VIRGINIA 

■■Danville  Register  and  Bee . (MAE) 

■■Danville  Register  (Sunday) . 

■■Newport  News  Times-Herald . (E) 

"Newport  News  Daily  Pres* . (SAMI 

"Roanoke  Time*  A  World  News..,fMAE) 

"Roanoke  Time*  . (8) 

"Staunton  Mews-Leader  (M).  Leader.. (£) 


Circu¬ 

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lation 

Lines 

Lines 

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31.460 

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35.858 

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18.607 

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16.138 

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83.663 

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9.939  I 

.05 

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■  A.  B.  C.  Statement.  March  31.  1985. 
t  Government  Statement,  March  31.  1985. 

■■  A.  B.  C.  Statement,  September  30.  1985. 
tT  Government  Statement.  September  30  1985. 


■  ■■■■'  ■'  m'wwnm  u'wwr 


\ 


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I 


Editor  &  Publisher  for  November  21,  1925 


Is  This  Your  Problem? 


SKED  the  Managing  Editor:  **How  can  I  make  my  Sun¬ 
day  paper  distinctive?  I  have  a  capable  staff,  a  good 
plant,  all  the  spot  news,  as  fine  a  comic  section  and  as  good 
a  magazine  as  my  competitor,  but  I  haven*t  a  distinctive 
newspaper/* 

Suppose  you  could  get  a  political  story  by  a  nationally-known  newspaper 
man  who  is  famous  for  his  knack  with  words  and  twenty  years’  intimacy 
with  the  nation’s  celebrities? 

Suppose  the  one  woman  who  can  put  a  laugh  into  every  line  of  her  copy 
and  still  keep  it  COPY  in  the  news-desk  sense,  would  cable  you  a 
mirthful  yarn  from  some  odd  corner  of  the  world? 

Suppose  a  man,  the  unique  combination  of  news-writer  and  acknowledged 
investment  expert,  would  tell  your  readers  just  what  their  securities  were 
worth  this  week  and  another  specialist  would  send  you  a  banner-head 
story  of  the  business  week? 

Suppose  you  could  get  four  of  the  outstanding  journalists  in  Europe,  trained 
in  writing  for  American  readers,  to  radio  you  the  story  of  the  week  in 
Europe  right  up  to  last-minute  developments? 

Suppose  three  sport-writers,  each  trained  in  his  line  and  honored  in  his 
profession,  wrote  you  a  story  on  baseball,  football  and  golf  and  then,  for 
good  measure,  you  were  handed  three  or  four  live,  human-interest  dis¬ 
patches  that  you  could  gamble  would  be  exclusive? 

And  suppose,  best  of  all,  it  would  be  on  your  desk  on  Friday  night  (the 
real  week-end),  your  exclusive  property? 

There  is  your  distinctive  Sunday  newspaper,  thanks  to  the  Friday 
Night  Leased  Wire  Service  of 

The  Consolidated  Press  Association 

Executive  Offices,  Evening  Star  Building,  Washington,  D.  C. 

New  York  Chicago  San  Francisco  Paris 

Eighth  Floor  Fourth  Floor  Third  Floor  Fourth  Floor 

World  Building  Daily  News  Bldg.  Spreckles  Bldg.  1 9  Rue  d’Antin